Multinational snack maker FritoLay has Indianised its potato chips brand Lay’s in the wake of competition by new entrants like ITC’s Bingo.
As part of its rebranding exercise, FritoLay has introduced Lay’s Chaat street, India’s Mint Mischief and Wafer Style based on consumer insights. This was accompanied by new packaging design, which is part of an international initiative. It has also introduced regional connect flavors on brands like Lay’s Caribbean Style".
“This initiative has seen huge success as a result of a finely tuned supply chain. We also leverage the topicality of events to deliver strong connect with consumers – these limited edition flavours are in market for a fixed period of time,” said Deepika Warrier, vice-president, marketing.
Although, FritoLay India leads the market with a share of 45 per cent, it has lost over 10 per cent share in the Rs 2,000 crore branded snacks market this year. Haldiram’s and ITC have a market share of 27 and 16 per cent, respectively.
