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Lay's India launches new Lay's Baked range with 50 percent less fat

Thursday, February 02, 2012

This story ran in PEPline, PepsiCo’s global employee newsletter, and is proudly brought to you by a PepsiCo employee or a friend or family member of a PepsiCo employee.

The PepsiCo India Lay’s team joined hands with renowned designer duo Shantanu-Nikhil to launch a new range of chips - Lay’s Baked - through an exclusive fashion show in Delhi. The Shantanu-Nikhil fashion collection for young women is inspired from the Lay’s Baked philosophy of “unrestrained fun.”

Lay's Baked was launched in three flavours – Original Salted, Cream Herb and Onion and Sunkissed Tomato. The brand's promise of 50 percent less fat and great taste makes it ideal for its target demographic of young women. The launch is supported by 360-degree integrated communication, including a national TV campaign, print and outdoor ads, and a significant online component that includes social media.

"As market leader, PepsiCo Foods is committed to delivering new taste experiences to our consumers," said Vidur Vyas, director, Marketing - PepsiCo India Foods. "Through this premium range of chips targeted at young women, we are offering a variety which has 50 percent less fat, and promises unrestrained fun and great taste."

Launching the new line, the Shantanu-Nikhil designers said, “The collection, inspired by unlimited fun, is full of colours and exudes 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.”