FritoLay India launches “Lay’s Latino Style – Hot Pepper & Salsa”

Company Release

New Delhi, January 13

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…

For further details, contact :

Ranjini /Sabiana

Genesis Public Relation Pvt. Ltd.

Tel: (0124) 4044734

Email: rchalam@genesispr.com