Given the growing health consciousness amongst consumers, Lay’s, the potato chips brand from PepsiCo, has launched the Lay’s Baked range, which claims to have 50 per cent less fat.
The new range has adopted the brand 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 per cent less fat and promises unrestrained fun and great taste.”
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.
PepsiCo already has a baked snack brand Aliva, which is marketed as a baked savoury cracker. Hippo from Parle Agro is another baked snack available in the market.
Gaurav Mehta, Director-Western Snacks, India Foods, PepsiCo India, remarked, “Lay’s Baked, with its premium flavours and distinct texture, promises a great taste experience.”
The launch of the new range was supported by an exclusive fashion show in Delhi by the designer duo Shantanu-Nikhil. Their fashion collection for young women is inspired from the Lay’s Baked philosophy of ‘unrestrained fun’.
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 symbolise this than green, yellow and red!”
Lay’s Baked has been launched with three flavours – Original Salted, Cream Herb and Onion and Sunkissed Tomato.