New Delhi, February 21, 2013: India’s leading potato chip brand, Lay’s, from PepsiCo India, is all set to add more magic to the consumers’ snack-time with the launch of two new lip smacking treats- Lay’s Chile Limon and French Salt & Cracked Pepper. With these innovative additions to its existing flavour portfolio and the promise of a magical experience, the brand is looking at further strengthening its leadership position in the category.
Made with Best Quality Potatoes, these two new flavours have a very different but familiar taste appeal. The stimulating sharp taste of Lay’s Chile Limon is a great combination of chilli and lemon flavours, much loved by Indian consumers. Chile Limon experience is such a burst of delicious tangy flavour in your mouth, that it leads you to add ‘spice’ to any non-descript moment and make it fun! On the other hand, Lay’s French Salt & Cracked Pepper, as the name suggests, is a perfect combination of salt and cracked pepper inspired by the subtle flavours in the French cuisine. This innovative offering guarantees a ‘joie de vivre’ zesty taste for your palate, so you can sit-back and season up your conversation, French Style.
Gaurav Mehta, Category Director-Western Snacks, PepsiCo India said, “As market leader, PepsiCo Foods is committed to delivering new taste experiences to our consumers. Lay’s is known for its great tasting and fun offerings and with this new launch, we are adding delight to the young consumers’ snack basket. Chile Limon and French Salt & Cracked Pepper, brings Lay’s signature ‘unlimited fun’ to snacking, resulting in crunchy and enjoyable treats for our consumers. We are confident that consumers will fall in love with these new flavours”.
Now available nationally, Lay’s Chile Limon and French Salt & Cracked Pepper are available in 12.5g, 26g & 57g packs, priced at Rs. 5, Rs. 10 & Rs. 20 respectively.
The launch will be supported by a 360-degree integrated communication, including national TV campaign, print, on-ground sampling & trial generation and a significant online component that includes social media.
Launched in 1995 in India, Lay’s is the World's No. 1 and India's favourite Potato Chip brand. Lay’s has wide range of offerings under its umbrella, with unique & indulgent flavours that cater to both local and international tastes. It is available in Indian flavours like Magic Masala and also has brought in innovative international flavours like Spanish Tomato Tango, American Style Cream & Onion, Caribbean Hot & Sweet Chilli and Classic Salted for consumers. Consumers can also log into the Lay’s facebook page at http://www.facebook.com/laysindia
About PepsiCo India:
PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 38 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. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are trusted household names trusted across the country.
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, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in
For more fun, join Lay’s Facebook page: https://www.facebook.com/LaysIndia
For further details, please contact:
Sophia Christina Sandipan Ghatak
Genesis Burson-Marsteller PepsiCo India
Mob: +91 9999161478 Mob: +91 9810776182