PepsiCo has launched reduced-fat Lay’s Baked crisps in India with an eye to wooing the country’s young women.
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The product was formally launched at a fashion show by design duo Shantanu-Nikhil and positioned as a fun-lifestyle, as well as health, snack.
“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,” Vidur Vyas, marketing director for PepsiCo’s Indian foods unit, said.
Piloted in the major metros of New Delhi, Mumbai and Bangalore, Lays Baked is available in three flavours – original salted, cream herb and onion and sunkissed tomato – and priced at INR15 and INR30.
The launch will be supported by a national TV campaign, plus print, outdoor and online advertising.
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By GlobalData
