PepsiCo India’s Lay’s, potato chips brand, has launched a premium range of slow-cooked premium kettle chips, Lay’s Gourmet. It is available in three flavours: Lime & Cracked Pepper, Thai Sweet Chilli and Vintage Cheese & Paprika.
Commenting on the launch of 3 new flavours, Shailja Joshi, Marketing Director, Potato Chips category, PepsiCo India, said, “As a brand that has been a frontrunner in the potato chips category, Lay’s has been curating unique experiences for consumers with its innovative offerings. With the launch of Lay’s Gourmet, we are expanding our portfolio and foraying into the fast-growing category of premium snacks in India. The chips are especially made for those who want to treat themselves with the finer snacking experiences. We are confident that Lay’s Gourmet will serve as a sensorial treat, perfect to celebrate a well-deserved moment of indulgence.”
It is interesting to note that the Indian flavours closely resemble their global counterparts. For instance, Lime & Black Pepper, which is available in global markets, became Lime & Cracked Pepper in India. Similarly, Vintage Cheddar & Caramelised Onion became Vintage Cheese & Paprika, and Thai Chilli & Lime became Thai Sweet Chilli.
Lay’s Gourmet will compete with the likes of Wingreens’ Naan Chips (butter garlic, chatpata pudina flavour), Pringles (sour cream & onion, cheddar cheese, barbeque) and other premium start-up snacking brands like BRB Popped Potato Chips, Hunter’s Gourmet, etc.
Priced at Rs 30 (55g) and Rs 50 (80g), Lay’s Gourmet chips are available across leading retail stores and e-commerce platforms. The portfolio expansion is in line with the brand strategy to provide a spectrum of innovative and delicious snack options to consumers. For this launch, the brand will be releasing a campaign film, which will be followed by a robust 360-degree surround.
Launched in 1995 in India, Lay’s is one of the marquee brands from PepsiCo India and has always been known for bringing in flavours of the world along with Indian flavours that consumers love.