PepsiCo India has introduced its premium potato chip brand Lay’s Gourmet to tap into the country’s growing premium snack market.

The portfolio expansion is in line with the brand’s (Lay’s) strategy of providing consumers with a variety of innovative and delicious snack options, the company said in a statement announcing the launch.

The new range of slow-cooked premium kettle chips, Lay’s Gourmet, is priced at USD0,39 (55g) and USD0,65 (80g), Lay’s Gourmet chips are available across top retail stores and e-commerce platforms. Lay’s will accompany the launch with a new ad film, followed by a 360-degree campaign.

Driving brand growth by leading the premiumization agenda is top on the radar for the company, according to Shailja Joshi, director, marketing, Potato Chips Category, PepsiCo India, cited by Mint. Joshi said Lay’s is among the most penetrated brand in the potato chips category in India.

“However, the entire potato chips category has an opportunity to grow penetration and that’s where most of our initiatives are coming in,” she added.

Introducing a New Range of Chips With Less Salt and Fat

Seeking to offer consumers healthier snacking options, PepsiCo has launched a new range of corn chips with 40% less salt and potato chips with 25% less fat.

Available only at Woolworths stores nationwide, the new brand Simply comes in four flavors: Sea Salt and Cracked Pepper Potato Chips, Sour Cream and Chives Potato Chips, Zesty Lime, and Chili Corn Chips, and Lightly Seasoned Corn Chips.

According to Inside FMCG, the company stated that it made Simply to show consumers that better-for-you chips can be simple and tasty, without complex ingredients or jargon.

The new Simply range of potato chips has a recommended retail price (RRP) of USD4.30.