Hostess Frito-Lay is trying hard to make news of its improved potato chip formulation.

As part of an eight-week promotion, the company is packaging its potato chips in a special edition package, complete with newsprint graphics, telling the ‘story’ of the improvement.

The package, which hit store shelves last week, imitates newspaper copy and features an interview with the Orange Munchie character, who elaborates on the story of the improved chips.

The new chip is thinner, fresher, better tasting, and better than anything else on the market, according to Rob Carscadden, senior marketing manager for Hostess Potato Chips.

The relaunch packaging idea was developed by the Oakville, Ont.-based Thomas Pigeon Design Group.

Following the six-week promotion, the chips will have a long-term new look with new packaging that the company claims will set a ‘new standard for chip marketing excellence.’