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Home » Media » Press Releases » Lay's launches four consumer co-created flavours-an India first!


Lay’s launches four consumer co-created flavours-an India first! India to “Taste and Vote” for their winning flavour

Mumbai, May 4, 2010: Lay’s, the world and India’s No 1 potato chips brand from Frito-Lay India, is all set to provide some new lip smacking tastes to its consumers. The four shortlisted flavours from a whopping 1.3 million ideas came from four winning consumers, each of whom gets Rs 5 lakh for their dillogical flavour ideas. Cheesy Mexicana, Tangy Twist, Mastana Mango and Hip Hop Honey & Chilly from a three-month long Give Us Your Dillicious Flavour (GUYDF) campaign.

The four flavours will be sold in the market across India for the next two months with the theme bachega sirf tastiest (survival of the tastiest). The flavour that elicits the maximum consumer votes will not only continue to stay in the market as the mega winner, but its ideator would be awarded a grand prize of Rs 50 lakh and 1% of sales revenue.

Copy Writer, Mansi Jain (freelancer with BBC World Service Foundation) bagged the prize from Delhi for her innovative Cheesy Mexicana, while Dr. Shipra Samanta’s Tangy Twist from Ujjain made a smooth entry. Mumbai’s tech whizkid Sagar Devruhkar came up with Mastana Mango flavor while banker Shouvik Mukherjee of Kolkata thought of Hip Hop Honey & Chilly. The four winners were selected by an elite panel of judges. The selection of four best flavours was based on innovative concepts , flavour practicality, best slogan entry and fit with the Lay’s brand.

“We’ve got an overwhelming response to the unique Lay’s Give Us Your Delicious Flavor campaign. It is a endorsement of the huge popularity of Lay’s potato chips and its ability to constantly innovate ahead of the curve. We’ve used this historic consumer engagement program to salute the ingenuity of Indian consumers and make them partner us in creating new flavours. I’d like to congratulate the four shortlisted candidates for their innovative ideas and urge all Indian consumers to taste all 4 and vote and make their favourite flavour win and stay” said Ms Deepika Warrier, Director Marketing, PepsiCo India (Frito-Lay India division).

“All four flavours are exceptionally dillicious. I am excited to know which blockbuster flavour finally gets the maximum consumer attention,” said Saif Ali Khan, popular Bollywood actor & Lay’s brand ambassador at the launch.

Commenting on the launch occasion, Dr T.S.R Murali, Director, R&D Food and Beverages, Pepsico India said: “Judging four out of 1.3 million entries is a colossal task but it doesn’t remain so when 1.3 million entries turn out to be as surprising. It is now for the consumers to decide what they like the most out of the four selected ones.”

The launch of the four flavours will be supported by a mega 360 degree communication campaign tagged as “bachega sirf tastiest” on TV, radio, print, digital, outdoor and cinema. Every hour a consumer gets a chance to win an iPOD. The lucky voter will be selected randomly through a digitized process of selection and disbursement. The consumers can submit their votes through sms on 9880298802, on website www.yourlaysflavour.com, email: entry@laysflavour.com or call at 1800 209 8802.

About Give Us Your Dillicious Flavour (GUYDF):

Give Us Your Dillicious Flavour, an innovative large scale co-creation campaign launched in October 2009, gave the consumers an opportunity to co-create the flavour they like on Lay’s potato chips. The four winners were selected by an elite panel of judges headed by celebrity chef and anchor of NDTV Good Times Aditya Bal, Anuja Chauhan, author and Executive Creative Director and VP of JWT; and Dr T S R Murali, Director, R&D, Food & Beverages, PepsiCo India.

Frito Lay India:

Since its entry in India in 1989, PepsiCo’s snack foods division FritoLay India (FLI) has become the clear leader in branded salty snack segment with popular brands like Lay’s, Kurkure, Uncle Chipps Cheetos and Lehar Namkeens. Quaker Oats, & Aliva, baked savoury crackers Cheetos whole grain salty snacks enhance the choices available to the growing health and wellness needs of FLI consumers. FritoLay India produces its snacks at its state-of-the-art plants in Channo (Punjab), Pune (Maharashtra) and Sankrail (West Bengal). The company operates over 40 distribution centers that serve more than 2,500 active stockists, reaching approximately 1 million retail outlets that in turn makes the product available at an arms length. Lay’s is the World’s No. 1 and India’s favorite Potato Chip brand. It has a wide range of flavours and formats. It is available in Indian flavours like Magic Masala and the recently launched India’s lime and Masala masti and also has brought innovative international flavours like Spanish Tomato Tango, American Style Cream & Onion, Caribbean Hot & Sweet Chilli and Classic Salted to the youth. Last year in October 2009 Frito Lay India launched India’s first of its kind large scale ten month long consumer engagement program Give Us Your Dillicious Flavour (GUYDF).

About PepsiCo India:

PepsiCo entered India in 1989 and has grown to become the country’s largest selling food and beverage company. The group has built an expansive beverage, snack food and exports business and to support the operations are the group’s 41 bottling plants in India, of which 13 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 offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit http://www.pepsiindia.co.in