Company Website
https://www.pepsico.com.cn/
Company Introduction
PepsiCo was one of the first multinational companies to enter China, and our products have been in the country for more than 40 years. Together with our business partners, we have invested more than RMB 53 billion in China over the past 10 years, building a successful food and beverage business in China and actively investing in the country's development process.
PepsiCo's products are loved by hundreds of millions of Chinese consumers. We continue to innovate and break through, accelerate digital transformation, actively embrace change, to become the leader of China's food and beverage industry with the belief of faster, stronger and better, and uphold the concept of "win the way" to give back to the society, abide by our commitment.
Product concept, highlights and added value
This product is positioned as a healthy high-protein snack, targeting people who have the pursuit of health and high-quality life such as Sam's Club members. Furthermore, the product is a breakthrough innovation, focus on high protein, leading the trend of snacks. The product also adopts non-fried technology, crunchy and not greasy, full of the original bean flavor .0 trans fatty acids, delicious and less burden.
The taste choice also be consumer centric, we developed two kinds of flavors, which come from authentic western cuisine to meet the high-end needs of Sam's Club members. Butter fried matsutake flavor, which is mellow and rich aftertaste; Black truffle flavor, which brings salty and fresh flavor to get delicious taste.
The packaging of chickpea crisp maintains a unified design with Sunbites series products, which is very high-end and has become popular in overseas markets. We enlarged the original chickpea and chickpea crisp, and added high protein icon, so that consumers feel full of healthy atmosphere. Yellow and purple form a strong contrasting color, standing on the shelf while let consumers can see the double flavors combination. In the offline store, we also provide PDQ floor pile display, highlighting the "high protein" health buy, which is very attractive, and directly hit the pain point of consumers.
The product design considers the consumption scene of Sam's Club members, and adopts the exquisite 8-bags independent packaging, which is easy to carry, intimate control of quantity, and satisfy cravings. When family or friends get together, could get more sharing happiness; The product also is appropriate for afternoon teatime and sporting time, chickpea crisp is crunchy and not greasy, has plant protein, which could be good fitness partner.
Product Images
Please briefly describe how your product communicates with consumers
The chickpea crisps use imported chickpeas which are as famous as oats and quinoa, known as superfood. Chickpeas are famous for health food with rich vegetable protein, high dietary fiber, and low GI. Chickpea crisp products are high in protein and non-fried, perfectly satisfying consumers' needs for healthy, tasty snacks, rich flavor in mouth, crunchy and not greasy. Two flavors in a bag, double surprise. The packaging design adopts independent packaging, contains exquisite 8 small bags, which easy to control consumption; It is also suitable for fitness people to supplement plant protein after exercise, could be a good partner for fitness and sharing.
We first targeted Sam's Club stores, the middle class is the main demographic of Sam's Club, and Sam's is the highest concentration of consumers channel for chickpea crisp products.
In October 2022, Sam debuted with sea salt flavor and Swiss cheese flavor, becoming a breakthrough and innovative new product, and is the first new snack product to provide customers with customized solutions. After the launch, this product steadily occupied the Top 3 ranking of Sam's snack category.
In October 2023, we successfully launched chickpea Crunch 2.0 - butter fried matsutake flavor and black truffle flavor, which once launched, detonated the market again.
In December 2023, we took advantage of the victory, and launched the new packaging of chickpea crisp sea salt and Swiss cheese flavor ( 42g), which appeared in Tmall and major convenience stores with a new look.
Product Images
Ingredients List Photograph
Launch Date
2023-10
Target Consumer
23-40 yrs middle class and exquisite mother who are seeking for healthy snack with good taste & permissible benefits.
Weight/Volume per Pack
38克*8包
Price per Item
49.9元(8包)
Storage requirements
常温储存(Normal Temperature Preservation)
Marketing Area
Sam's Club;CVS; T-mall
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS
Market Performance
Since October 2022, the Chickpea Crisp 1.0 (Swiss cheese flavor and sea salt flavor) has been launched, it has quickly exploded in the market, became a ride off the dust in Sam's fastest iterated casual snack category, and steadily occupied the Top 3 ranking of Sam's snack category, also this product won kinds of the internal and external innovation awards.
In October 2023, the new flavor of chickpea Crisp 2.0 (fried matsutake with butter and black truffles) was launched in Sam's stores nationwide. Since the launch, the sales of the new flavor have been booming, and the sales in offline stores have surpassed the classic original flavor of Lay's. 304g New Flavor has received more than 3,000 positive comments on Sam's online app, with a positive comment rate of 97%.