The folks at PepsiCo's Frito-Lay Sun Chips spent four years perfecting packaging made from compostable material.
The bag is designed to decompose within 14 days.
But the bulk of the press surrounding the launch of the new bag has been around the sound it makes.
Yes, you heard me, apparently the new Sun Chips bag is really LOUD.
Some consumers have compared it to a "revving motorcycle" and "glass breaking." One airline pilot says it is louder than the sound in a jet cockpit.
Beyond press reports, there's a Facebook group called "SORRY BUT I CAN'T HEAR YOU OVER THIS SUN CHIPS BAG" with nearly 30, 000 fans.
One must wonder if all of this hullabulu around the crackly sound of the new bag is simply a well-orchestrated PR campaign, turning a VERY LOUD product defect into a major asset for the brand.
After all, Frito-Lay has long pitched many of its various snacks as crunchy. As the WSJ.com points out, Cheetos has used the slogan "The cheese that goes crunch!" A Doritos ad rolled out in 1989 featured Jay Leno revealing the secret ingredient: crunch.