Lay’s® and the Hockey Hall of Fame search for the “Greatest Canadian Hockey Fan”

TORONTO, ON – March 27, 2006 – To celebrate Canada’s passion for all things hockey, Lay’s® and the Hockey Hall of Fame have teamed up to offer one lucky Canadian the bragging-rights of being the first-ever fan to be honoured in the Hockey Hall of Fame as the “Lay’s® Greatest Canadian Hockey Fan”.

Starting today, Canadian hockey fans can visit www.lays.ca and enter for the chance to win a highly-coveted grand prize package which includes a trip for two to Toronto, a guided tour of the Hockey Hall of Fame, tickets to the Hockey Hall of Fame Game on November 11, 2006 (Toronto Maple Leafs vs. TBA), and to the Hockey Hall of Fame Induction Celebration on November 13, 2006, spending money and all the glory of being honoured as the first-ever Lay’s® Greatest Canadian Hockey Fan at the Hockey Hall of Fame. Frito Lay Canada is also offering $50,000.00 in minor hockey sponsorships as secondary prizes.

“There’s no doubt that hockey is Canada’s treasured national sport,” said Dale Hooper, vice president marketing, Frito Lay Canada. “That’s why we’re so excited to offer Canadian hockey fans the opportunity to become a part of hockey history and be honoured alongside true legends of the sport in the Hockey Hall of Fame. We’re also pleased to support future generations of Hall of Famers through $50,000 in minor hockey sponsorships.”

To enter for the grand prize, Canadian hockey fans can visit www.lays.ca from March 27 to May 5, 2006, complete the online entry form, explain in 250 words or less why they are the Lay’s® Greatest Canadian Hockey Fan and submit a digital photo depicting the entrant’s dedication to Canada’s favourite pastime. A panel of judges, including representatives from Frito Lay Canada and the Hockey Hall of Fame, will choose five finalists from among all eligible entrants. Each finalist’s essay and photo will then be posted online from May 15 to June 2, 2006, during which time the public can vote for their choice of the Lay’s® Greatest Canadian Hockey Fan. The finalist with the most votes at the end of the voting period will be eligible to win the grand prize.

To enter for the one of 100 secondary prizes of minor hockey sponsorships, Canadians can visit www.lays.ca from March 27 to May 5, 2006, complete the online entry form and submit the name of an official registered minor hockey team in Canada. Winners will be selected through a random draw on May 16, 2005.

“The Canadian chosen as the Lay’s Greatest Canadian Hockey Fan will have the ultimate honour of representing hockey fans from across the country. Canadian hockey fans come from all ‘walks of life’ but are united by their passion for this national pastime,” said Bill Hay, chairman and chief executive officer, Hockey Hall of Fame. “We hope Canadians will visit the Hockey Hall of Fame this November to see the ‘Lay’s Greatest Canadian Hockey Fan’ display first-hand.”

Advertising to support this promotion breaks this week. TV ads will run nationally on TSN® during “SportsCentre”, “Off The Record” and “That’s Hockey” programming. Online ads will appear on www.TSN.ca. Promotional support includes on-pack teasers and in-store point-of-sale displays.

For full contest rules and regulations, please visit www.lays.ca. Information can also be found on specially-marked 85- and 280-gram packages of Lay’s Classic, BBQ, Salt & Vinegar or Sea Salt and Pepper.

Established in 1943, the Hockey Hall of Fame is a museum and place of entertainment offering state-of-the-art multimedia presentations and exhibits from its premises at BCE Place, Toronto, Canada. Its mandate is to recognize and honour the achievements of teams and individuals who bring special distinction to the game of hockey, and to collect and preserve objects, images and resource materials connected with the game as it is played in Canada and throughout the world.

Lay’s is Canada’s favourite brand of potato chips, leading market share in all Canadian regions. Frito Lay Canada is a member of the PepsiCo, Inc. family of companies and is Canada’s largest snack food company. For more information, visit www.fritolay.ca.

For more information, please contact:

Sheri Goulet, Fleishman-Hillard Canada for Frito Lay Canada – 416-645-3643, goulets@fleishman.com

Jared Dougherty, Frito-Lay North America – 310-224-5611, jared.dougherty@fritolay.com