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Our Bureau

New Delhi , Sept. 6

FritoLay, part of the Pepsi stable, on Wednesday launched a new variant of its brand Cheetos, `Cheetos Dragonz', commemorating its tie-up with Toon Disney channel's programme `Dragon Booster' on Jetix.

The orange-coloured, dragon-shaped snack, is a limited version edition, to be made available till November and is priced at Rs 10 for a 32 grams pack. "Cheetos is a brand that has always stood for fun, naughtiness and adventure and the launch of `Cheetos Dragonz' reinforces the brands core proposition. We are proud to associate with Toon Disney and have designed our product and packaging in a way that synergises with the theme of Dragon Booster," said Ms Sucheta Govil, Marketing Director, FritoLay.

The launch is being supported by a 360-degree marketing and promotional initiative across the country. It also includes a contest during the programme on Jetix for children that will allow the winners to get `Dragon Booster' goodies such as bags, toys and school gear.

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