Lay’s Holiday Chips, Dogfish Head’s Midas Touch Return and Tajín Chamoy Sauce

Seasonal flavors are giving food and drink brands fresh ways to extend familiar products: Lay’s is turning Thanksgiving dishes into limited-time chips, Dogfish Head is bringing back a cult-favorite beer, and Tajín is moving its chile-and-lime identity into chamoy sauce.

Lay’s turns Thanksgiving sides into chips

PepsiCo’s Holi-Lay’s lineup starts with Cheddar Scalloped-Style Potatoes and Roasted Holiday Turkey, which arrive nationwide Oct. 25. A maple bacon flavor follows Nov. 8. The limited editions translate holiday-table staples into snack formats, with the brand pitching them for seasonal gatherings and as host gifts.

“With this year's Holi-LAY'S lineup, we're bringing fans flavors inspired by courses on the holiday table, so they can taste the joy of the holiday season before the table has been set and after it's been cleared," Denise Truelove, PepsiCo’s senior vice president of marketing, said in a statement.

PepsiCo cited RepData figures showing 78% of consumers consider food a great holiday gift, while just over half prefer food to other gift categories. The company has also used flavors tied to local cuisines to give Lay’s broader appeal: during the FIFA World Cup, it introduced 40 flavors across North America, South America, Europe, Africa and Asia, inspired by the cuisines of participating nations.

The holiday push extends into sweets in December. Wavy Milk Chocolate and Lay’s Wavy Dubai-Style Dark Chocolate are scheduled to reach select retailers Dec. 1, with distribution at additional chains planned for 2027.

Dogfish Head brings back Midas Touch

Dogfish Head has returned Midas Touch to stores nationwide after a five-year absence. The 9% ABV brew sits between mead, wine and beer, combining barley, honey, white Muscat grapes and saffron.

The beer’s recipe draws on an archaeological find: ingredients recovered from a preserved drinking vessel associated with King Midas of Turkey. Dogfish Head first developed Midas Touch in 1999, and it became one of the craft brewer’s most requested rare releases.

“Of all our rare beers, Midas Touch is by-far the most beloved by drinkers,” Sam Calagione, Dogfish Head brewer and founder, said in a statement. He said the brewery had received repeated requests to bring back the “deliciously complex beer.”

Midas Touch belongs to Dogfish Head’s ancient ale series, alongside Chateau Jiahu, modeled on a 9,000-year-old beverage, and Ta Henket, inspired by an ancient Egyptian drink. Its assertive flavor and higher alcohol content also fit current craft-beer tastes: a 2026 Brewers Association survey found about 66% of craft beer consumers seek high-alcohol products, up six percentage points from the previous year.

Mead’s renewed visibility adds another market context. Producers have repositioned it as a craft beverage, and Mordor Intelligence estimates the mead market could grow at an 11% compound annual rate through 2031.

Tajín takes its seasoning into chamoy

Tajín USA is expanding beyond its signature chile-and-lime seasoning with Tajín Twist Chamoy, a sweet-spicy sauce inspired by the Mexican condiment. Chamoy is commonly made with fruit such as mango or apricot and spices; Tajín says its version can be paired with candy, soft serve and other treats.

“Some of the best flavor discoveries start with a little curiosity, and Tajín Twist Chamoy gives everyone a delicious reason to experiment,” Javier Leyva, director of Tajín USA, said in a statement.

The launch meets growing interest in global ingredients and unexpected flavor combinations. Hispanic consumers accounted for 16% of U.S. consumer packaged goods growth, according to a 2024 Circana report. Advisory firm Stout values the Hispanic foods market at $40 billion and identifies it as one of the fastest-growing food categories; 39% of consumers prefer Mexican cuisine, second only to American food.

Together, the launches show brands extending established names into timely occasions and flavor formats. The practical test will be whether seasonal novelty and cross-category experimentation earn repeat purchases after the first taste.