The Messi Lay’s Chips That Sold Out Last Year Are Back for the World Cup

If you tried to grab a bag of Lay's Argentinian-Style Steak with Chimichurri last summer and watched resellers flip them for triple the price, here's some good news: they're back on shelves nationwide as of early May, and this time you can actually buy them at a normal price.

The chip is one of three World Cup-themed flavors Lay's released in the U.S. as part of its official FIFA sponsorship, making it one of the most visible limited-time food promotions of the summer — not just a snack drop, but a centerpiece of a global campaign.

The quick facts:

• Product: Lay's Argentinian-Style Steak with Chimichurri Potato Chips
• Price: Prices may vary by location
• Launched: Early May 2026
• Where: Walmart, Target, Kroger, and other major grocery chains — plus snacks.com and TikTok Shop
• Limited or permanent: Limited edition, tied to the World Cup. No end date announced.

Why this one is little different

Most chip "drops" are just a new seasoning and some splashy packaging. This one has a backstory. The flavor first showed up last summer as a Lionel Messi collaboration, but it was sold only at Kroger and 7-Eleven — and it got so popular that third-party sellers were listing bags at Walmart for three times the retail price. A lot of people simply never got to try it.

This year, Lay's is the official sponsor of the World Cup, and the chip came back as one of three U.S. flavors in the brand's lineup. In the campaign video, Messi actually eats the chips on camera and shows he approves the flavor — which puts this a step above the typical celebrity-name-on-a-bag deal. Whether that changes how the chips taste is up to you, but it does mean someone with strong opinions about Argentine food signed off on it.

The big change from last year: instead of two retailers, it's now stocked basically everywhere. So the thing that made it a collector's item in 2025 — scarcity — is mostly gone.

What does it actually taste like

Don't go in expecting a steak bomb. Reviewers describe it as leaning heavily on the chimichurri side — think cilantro, lemon, basil, oregano, and garlic — more than a charred-beef punch. It's savory and herb-forward, not spicy. One thing worth knowing before you buy: the ingredient list includes beef fat and beef extract, so it's not vegetarian-friendly despite the green, herby flavor profile.

Should you go out of your way for it?

Go for it if: you missed out last year, you're hosting a World Cup watch party, or you like tangy herb-forward chips. At around four bucks, it's a low-risk try.

Skip it if: you were expecting an actual steak flavor, or you don't eat meat. The chimichurri herbs do most of the work here.

Compared to last year: the chip itself is the same idea, but the experience is the opposite. In 2025 it was a hunt; in 2026 it's a regular grocery run. If part of the fun for you was the chase, that part's gone.

FAQ

Is this the same chip Messi promoted last year?

Same flavor concept, brought back for the World Cup. The main difference is availability — it's at major retailers nationwide now instead of just two chains.

How long will it be around?

Lay's hasn't given an end date, but it's a limited-edition World Cup item. The tournament runs through July 19, so don't assume it sticks around past the summer.