- Backed after extensive consumer research and insights, Lay’s Wafer Style is set to be the new ‘Super’ Star of South India.
- The launch is in line with its PepsiCo India’s regionalization strategy for its Snack Portfolio
- Available in INR 10 packs, the new product is positioned as a meal accompaniment in ‘Salt with Pepper’ and ‘Sundried Chilli’ flavours
- Lay’s Wafer Style will be available in retail outlets across Tamil Nadu, Andhra Pradesh, Karnataka, and Kerala.
Chennai, 1st August, 2019: Lay’s, one of India’s favourite potato chip brand, launched its new offering, Lay’s Wafer Style, exclusively for the South market. Available in INR 10 packs, the new product is positioned as a meal accompaniment in ‘Salt with Pepper’ and ‘Sundried Chilli’ flavours. The launch is in line with the PepsiCo’s regionalization strategy of identifying unique needs of consumers as per regions and coming up with products that compliments the existing tastes and palates. Lay’s Wafer Style will be available in retail outlets across Tamil Nadu, Andhra Pradesh, Karnataka, and Kerala.
Taking cue from the traditional hand-made and home-dried pappadams that lend a crunchy texture to every traditional South Indian meal, Lay’s Wafer Style taps into this ritual that is unique to this part of the country. While consumers can enjoy the flavourful crunch of Lay’s Wafer Style at any time of the day, the new offering goes well with the meal accompaniment for traditional South Indian dishes, including Sambhar Rice, Rasam Rice, Dal Rice, Curd Rice, Lemon Rice, Palak Pappu Rice, and more.
Sharing his thoughts, Mr. Dilen Gandhi, Sr Director, Marketing – Foods category, PepsiCo India, said “We, at PepsiCo, have always been driven to get closer to our consumers by offering experiences that are tailor-made for their personal tastes and preferences. We recognize that there is an opportunity to dial up relevance in snacks. Lay’s has always been at the forefront of innovating with new formats and variants and our regionalization strategy is a demonstration of our efforts to build a closer connect with our consumers.”
He further added, “South is an extremely significant market for us, and our insights show that chips have a huge demand in the South as consumers enjoy something crispy with their meals. The initial response on the new product has been ‘Super’ and we are confident that Lay’s Wafer Style will become the new favourite amongst our consumers.”
Lay’s Wafer Style will be available at INR 10 in retail outlets across Tamil Nadu, Andhra Pradesh, Karnataka, and Kerala.
As part of its ongoing regionalisation strategy PepsiCo India had recently also launched Kurkure with Gingelly Oil in South India, which continues to receive a tremendous response.
About Lay’s:
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 our consumers love. Lay’s has wide range of offerings under its umbrella, with unique and 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 and Onion, Caribbean Hot and Sweet Chilli, Classic Salted and Lay’s Chile Limon. 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 MNC 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 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generate Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country.
PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com
