Dive Brief:

• Tostitos, of PepsiCo's Frito-Lay sector, has come out with a new chip-dipping snack: Tostitos Rolls! 
• The chip has "a tube-like shape" and is "made for dipping and dunking with a variety of dips or spreads."
• The snack will be available nationwide starting early this month, according to a news release.

Dive Insight:

Tostitos looks like it's not hiding what it wants fans to be eating while watching football. The release, in addition to other suggestions, specifically calls out football fans: "Stand Tostitos Rolls! tortilla chips up in a deep-dish dip and score with edible goal posts." This is despite Tostitos ending its sponsorship of the Fiesta Bowl earlier this year, though it is still the "official chip and dip sponsor of the NFL," according to its Facebook page.

If this launch is anything like Tostitos Cantina, the brand is bound to be happy.