Frito-Lay promotes its snacks in Times Square, New York City

PepsiCo's Frito-Lay division today kicked-off a weeklong event in the heart of New York City. the event provides a behind-the-scenes look at how its newest product flavors are created, while actually getting consumers involved in the process.

From high atop a Times Square billboard, Frito-Lay recreated one of its key flavor development centers – the Flavor Kitchen located at company headquarters in Plano, Texas – to share the real foods and flavorful recipes that have inspired many of its latest snack flavors made with all natural ingredients.

The Frito-Lay Flavor Kitchen billboard experience, which begins today and runs through Friday, April 15, will be live-streamed all week from gigantic screens that reach 22 stories high above Times Square.

The event is also streamed to the Frito-Lay Facebook page (www.facebook.com/fritolay), so consumers across the country can join the event virtually.