PepsiCo’s potato chips brand Lay’s has joined hands with renowned designer duo Shantanu-Nikhil to launch a new range of baked chips. Christened Lay’s Baked, the new brand was unveiled at an exclusive fashion show in Delhi. Their duo’s fashion collection for young women is inspired from the Lay’s Baked philosophy of “unrestrained fun”.
Vidur Vyas, Marketing Director, India Foods, PepsiCoIndia, 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, PepsiCoIndiasaid, “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 flavors 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 colors, 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 color palette to symbolize this than green, yellow and red!”
Lay’s Baked has been launched in three flavors – 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.
More pix from the launch event below: