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Lay's Baked in India launched to expand health portfolio

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.

Source: Pepsico India
Companies in this Article
PepsiCo entered India in 1989 and in a short period, has grown into one of the largest food and beverage businesses in the country.
Frito-Lay North America (FLNA) includes Pepsico's snack operations in the United States and Canada where the company dominates the market with a range of savory snacks brands including Lay's, Ruffles, Doritos, Tostitos, Fritos, Cheetos and Sunchips
PepsiCo is one of the world's leading food and beverage companies with over $65 billion in net revenue in 2012 and a global portfolio of brands, including several savory snack brands.