26 Mar 2014 Select launch of new Lay’s Popped snacks

PepsiCo South Africa has entered the air-popped chip arena with the launch of Lay’s Popped, a new range of light and crispy potato snacks to its collection of snack options. [Click pic to enlarge]

The new Lay’s Popped range boasts 50% less fat than regular chips* and is available in three flavour combinations: Hot &Tangy Piquanté Pepper, a flavourful blend of spicy piquanté pepper with a mild rush of heat; White Cheddar & Spring Onion, a tasty combination of tangy and savoury and Peri Peri Prawn, a flame-grilled prawn taste with a hint of lemon and a kick of peri peri.

According to PepsiCo’s marketing lead for this launch, Peta Friedman, “Lay’s Popped is the latest innovation from the Lay’s brand and was designed to appeal to predominately female consumers looking for a convenient and tasty snack option to enjoy without the guilt.”

The popchip is a potato/rice flour pellet that is reportedly vacuumized and puffed out into a round, crispy disc.

The new Lay’s Popped launch will be supported by in-store point-of-sale, sampling and PR. Lay’s Popped is available from select stores in Gauteng from March 2014 at a recommended retail price of R4.99 for the small bag (20g) and R14.99 for the large bag (80g).

Air-popped chips have been a growing snack trend in the US and other markets. The US version is called Lay’s Air Pops. One reviewer says of them: “The mouth-feel is a cross between a rice cake and potato chip and there is definitely less greasiness. It tastes like a combination of popcorn and potato chip.”

*100 g Lay’s Popped is 50% lower in total fat compared to 100g Lay’s Potato Chips