LAY’S EXPANDS FOOTPRINT IN SOUTH INDIA WITH AN ALL NEW LAY’S WAFER STYLE
- 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
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