One of the world’s most beloved brands has launched a new immersive metaverse experience, and fans around the world are eager to interact with one of their favorite snack icons, just in time for Halloween.

This week, Frito-Lay unveiled its new Cheetos-themed digital suburban neighborhood called Chesterville, located within Meta’s Horizon Worlds. Frito-Lay is the $10 billion prepared foods division of PepsiCo, Inc., and this is the brand’s first foray into virtual reality.

I had the opportunity to speak with Stacy Taffet, SVP of Marketing at Frito-Lay, about how her company is entering the metaverse and the opportunities she sees for brands that want to create more immersive experiences for their…