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Home » Media » Press Releases » lays

Lay's launches all new "Lay's Baked” range with 50% less fat that promises “unrestrained fun"

Designers Shantanu-Nikhil showcase an exclusive “Lay’s Baked” fashion collection inspired by the brand philosophy

New Delhi, January 18, 2012: India’s leading potato chips brand, Lay’s from PepsiCo, has joined hands with renowned designer duo Shantanu-Nikhil to launch a new range of baked chips - "Lay’s Baked", through an exclusive fashion show in Delhi. Their fashion collection for young women is inspired from the Lay’s Baked philosophy of "unrestrained fun".

Vidur Vyas, Marketing Director, India Foods, PepsiCo India, said, "As market leader, PepsiCo Foods is committed to delivering new taste experiences to our consumers. Through this premium range of chips targeted at young women, we are offering a variety which has 50% less fat, and promises unrestrained fun and great taste."

Gaurav Mehta, Director-Western Snacks, India Foods, PepsiCo India said, “As India’s most loved snack brand, Lay’s has always delivered great tasting product innovations. Shantanu-Nikhil are a natural choice of partners in launching this new range of snacks. Lay’s Baked, with its premium flavours and distinct texture, promises a great taste experience. This proposition is in perfect synergy with their design sensibility, which epitomizes vivacity, refinement and sophistication."

Launching their new line, the designers said, “The collection is inspired by unlimited fun, full of colours, exuding the values that Lay’s Baked range stands for. It caters to young and hip audience, who are confident, stylish and outgoing - and what better colour palette to symbolize this than green, yellow and red!”

Lays Baked has been launched with three flavours – Original Salted, Cream Herb and Onion and Sunkissed Tomato. With its promise of 50% less fat and great taste, it is the perfect snack for young women. The launch will be supported by a 360-degree integrated communication, including national TV campaign, print, outdoor and a significant online component that includes social media.

About PepsiCo India

PepsiCo (NYSE: PEP) is one of the world's largest food and beverage company, with 2007 annual revenues of more than $39 billion. The Company employs approximately 185,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 17 brands that generate $1 billion or more each in annual retail sales.

PepsiCo entered India in 1989 and has grown to become the country's largest selling food and beverage company. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. The group has built an expansive beverage, snack food and exports business and to support the operations are the group's 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to this, PepsiCo's Frito Lay snack division has 3 state of the art plants. PepsiCo's business is based on its sustainability vision of making tomorrow better than today. PepsiCo India's commitment to living by this vision every day is visible in its contribution to the country, consumers, farmers and people.

About PepsiCo India:

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. With an investment of over $1 billion, PepsiCo India has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker, and fast growing brands i.e. Nimbooz and Aliva. PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world. In 2010, PepsiCo India gave back 4 billion liters more water than what it consumed, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd.

For further details, please contact:

Nitin Yadav
General Manager – Corporate Communications
PepsiCo India
+91 9811278920
Email: nitin.yadav@pepsico.com

Malika / Sashee
Tarmac Affairs
+91 9899961550
Email: malika@tarmacaffairs.com