Lay’s, the world’s largest and favourite snack food brand, has steadily established itself as an indispensable part of India’s snacking culture since its launch in 1995.
With its irresistible taste, international and Indian flavours and youth-centric imagery, Lay’s has established itself as a youth brand and continues to grow in the hearts and mind of its consumers.
Over the years, Lay’s has become known for its engaging and innovative promotions and campaigns. The brand known for its ‘No one can eat just one’ campaign has moved its positioning to ‘What’s the programme?’ making Lay’s ‘the main food of every programme‘! Saif Ali Khan has been the face of the brand for over five years, and has recently been joined by the captain of the Indian cricket team M.S. Dhoni. Both embody the youthful energy and appeal of the brand.
In 2008, Lay’s launched the never-before ‘Fight for Your Flavour’ allowing consumers to vote for the flavour of their choice. The flavour with the maximum votes would continue in the market. The flavours have been selected by the Lay’s brand ambassadors Saif Ali Khan and M.S. Dhoni with each celebrity rooting for the flavour of their choice.
In November 2008, Lay’s made yet another innovative breakthrough – the Chip-n-Sauce pack. This first-to-market pack has been launched for cricket lovers as they settle in their seats to savour the best sporting action of the season. The Lay’s Chip-n-Sauce large pack comes in two unique flavours – Chilli Chinese with a Schezwan Sauce sachet and Chatpata Indian with a Tamarind Sauce sachet inside the pack.
In June 2009, Lay’s launched its new positioning platform: ‘Lay’s – Be a Little Dillogical’. The new Dillogical concept makes an instant connect with youth caught between the desire to succeed and the desire to remain engaged with certain moments that offer a deep emotional fulfilment. This friction is like a game between the heart and the head, a struggle between what you want to do and what you have to do. It’s all about making things that matter to the heart, happen.
The new platform has been launched with a series of ads built around the universal consumer struggle between what the mind asks one to do and what the heart desires. A powerful 360 degree approach supports the new TVC, and has indeed prompted consumers to be a little Dillogical.
In 2006, Lay’s launched the first premium crisp, Lay’s Stax. These perfectly shaped, bite-sized crisps come in six irresistible, international flavours. These crisps are stacked in a shareable tray in a trendy can. Lay’s Stax caters to the global Indian citizen.
The production process begins on farms in select regions across India where the best potatoes are grown specifically for Frito-Lay. Upon the potatoes’ arrival at plants, it can take as little as 24 hours for the chips to be made. Lay’s chips are made using the following simple process:
- Wash – the potatoes are thoroughly bathed in water.
- Peel – next, we gently peel the skin off the potatoes, even as the flavour remains intact.
- Slice – The potatoes are thinly sliced and rinsed again to remove any remaining starch.
- Cook - The slices are cooked to a crispy crunch in edible vegetable oils.
- Season – Finally, the chips are topped off with a mouthwatering sprinkle of salt or seasoning
The potatoes have now become delicious chips and are packed and delivered to a store near you.
Did You Know?
Lay’s is made with India’s best-quality fresh potatoes, simply sliced and cooked in edible vegetable oils, and then seasoned with delicious flavours!
Lay’s also answers the call of the ever growing ‘health-consciousness’ trend in India. In order to protect your health, Frito-Lay potato chips have zero trans-fats and no added MSG!
