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Taco Bell is bringing its brand into the chips aisle with a trio of tortilla chips essentially made to remind fans that they like Taco Bell.

Hitting grocery and convenience stores in May, the chips pit Taco Bell against product partner Frito-Lay. Of course, PepsiCo's Frito-Lay is the biggest chip marketer by a wide margin, and Taco Bell also used to be owned by PepsiCo, but we digress.

This is what counts as innovation in the food sector these days, and it comes on the heels of Taco Bell's biggest launch ever, Nacho Fries, which are seasoned fries served with a nacho cheese sauce.

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