Flavors of the World Cup

The Cricket World Cup is coming up soon (or it may have already started. I'm not really up on the cricketeering world), and Lay's has put out 6 new flavors of chips representing 6 of the countries playing: England, Australia, South Africa, Sri Lanka, West Indies, and India. The flavor of each is supposed to represent the country: England's Grilled Cheese, India's Masala, etc. The idea is that eating each chip (sold only in packs of 5 so far as I've seen) will allow you to experience the country's national cuisine/ethos, though the vehicle through which you do so is a decidedly western creation. I think it's really interesting and a pretty genius marketing ploy, and I'm surprised they (or another company) hasn't tried something like this in the US for the Olympics or another big sporting event.