PepsiCo has announced that it is launching its Lay’s Maxx premium potato chip range in the Indian market for the first time.
The line is already available in parts of Europe, North America and the Middle East, where it promises high crunch and bold flavour “to its core targeted audience of young males”. Available in two “intense” flavours – sizzling barbecue and macho chilli – the range will retail in selected outlets across India at two price points of ₹15 ($0.24) and ₹30 ($0.47). PepsiCo has also completed a deal with Amazon India to sell the product in a four-pack bundle for ₹120 ($1.90).
PepsiCo India director and category marketing head for snacks Rajiv Mathrani said: “Lay’s Maxx is one of our most differentiated global offerings and we are delighted to bring this to the Indian consumers. Lay’s Maxx offers a unique texture with deep ridges and a crunchy hard bite. The consumer experience is further enhanced with its two intense flavours – macho chilli and sizzling barbecue. Lay’s Maxx is sure to give the consumers a powerful and never-before taste experience.”
Amazon India director of category management Samir Kumar added: “Lay’s Maxx started off with an exclusive access to Amazon and we are happy to see a very encouraging early response to the product on Amazon.in. It has been our constant endeavour to offer our customers unique and innovative products and our association with Lay’s promises a true international taste experience.”
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