| FritoLay India, the leading convenience foods company
of India, launched its exciting new ‘special edition’ variant
- Lay’s “Latino Style – Hot Peppers & Salsa”.
Key to the success of FritoLay has understood the consumer and
continuous innovation basis these consumer insights. And, Lay’s
has always been the aspirational youth brand, which brings innovative
flavours from around the world to the youth.
Indian youth are increasingly confident world citizens and live
life to the fullest … juicing out the moment… something
evident in everything they do whether joining Salsa classes or even
how experimentative their palates have become!!
In keeping with this Lay’s has launched Latino Style chips
– bringing the world of international taste and attitude trends
to India at arm’s reach to them.
Lay’s “Latino Style – Hot Pepper & Salsa”
is a trend-setting flavour, which is a celebration of fun, thrill
and excitement and takes forward the immensely popular ‘Latino
Salsa’ trend that has created a huge wave across the globe.
The product is a break-through in product innovation that takes
the best quality chip grade potatoes, combines them with red hot
peppers & juicy salsa, with a touch of exotic Latino spices
to create an exciting flavour that does the samba with your taste
buds!!
Commenting on the launch, Sucheta Govil, Marketing Director, FritoLay
India, said, “ New Lay’s “Latino Style – Hot
Pepper & Salsa” reinforces everything that Lay’s stands
for in the consumers’ minds today. This variant captures the
vibrant and youthful magic of ‘Latino Salsa’ and reiterates
the Lay’s experience of ‘No one can eat just one’.
Take a bite of the irresistible new Latino flavour and it’s
guaranteed to bring out the Latino in you too…also, check out
the new ad film for some really cool latino music beats & salsa
moves!”
The launch will be promoted through a 360 marketing and promotional
initiative across India through web and wireless, television, print,
radio and P.O.P materials at all its retails outlets.
This special edition of Lay’s “Latino Style – Hot
Pepper & Salsa” will be available across India at three
price points: 15 grams pack priced at Rs 5, 35 g pack at Rs 10 and
100 grams pack at Rs 20. The variant from the ‘World’s
No. 1 potato chip’ delivers a mouth-watering taste and has
no MSG. And in keeping with the brand’s commitment to offering
information to aid consumer choices - the packaging like always
has nutritional labelling.
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