By THE PULSE NEWS MEXICO STAFF

The Mexican potato chip and snack conglomerate Sabritas is celebrating its 75th anniversary this year, and to mark the occasion, the company is hosting a tour of concerts, gastronomic events (well, if you can call something made out of Fritos and Cheetos a culinary creation) and skating competitions, as well as launching a collection of informal fashion items (we’re talking T-shirts and flip-flops, here).

The company’s trademark happy face, which was first introduced by Sabritas founder Pedro Marcos Noriega, will be the symbol of the Tour Sabritas 75 Aniversario, which will be held between now and the end of the year in Mexico City, Merida, Guadalajara, Tijuana and Monterrey in conjunction with the Movimiento Nomadx association, an organization aimed as encouraging creative talent in Mexico.

Sabritas, which is now a subsidiary of the PepsiCo, uses 80 percent Mexican ingredients and its products are now sold in more than 180 countries worldwide.

The concerts will cover a range of musical genres by Mexican artists and will be open to all free of charge.