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Emeril Lagasse Shilling Bam! BBQ-Flavored Tortilla Chips

Photos: Courtesy Emeril Brand

Chef Emeril Lagasse now has his sights set on becoming a tortilla chip mogul. As first reported by Snack and Bakery, Lagasse has partnered with CoPak solutions to create a line of gluten-free Emeril Tortilla Chips. According to a rep, the Emeril-branded chips have "just been softly launched in Louisiana" at 40 locations of the Rouses Supermarket chain, and are available three flavors: Bam! BBQ (which plays off Lagasse's familiar catchphrase), Essence (featuring the "bold spice of New Orleans"), and, uh, Sweet Potato.

The line launched at the Sweets & Snacks Expo, and according to the rep, will be available nationwide this Fall. Best of New Orleans taste-tested two of the flavors — Essence and Bam! BBQ — but found that so far the chip and an "odd density and chewiness that probably wouldn't hold up well for dipping purposes." The famed chef has also shilled for a collection of pans, a line of knives, corn-fed steaks, Panko bread crumbs, and a line of sauces and seasonings.

· Tortilla Chips Continue to Evolve [S&B]
· Emeril Launches New Line of Tortilla Chips [Best of New Orleans]
· All Emeril Lagasse Coverage on Eater [-E-]