Company Website

https://www.pepsico.com.cn/

Company Introduction

Rooted in the Chinese market for 40 years, PepsiCo has always maintained a boundless love and innovative spirit. We embrace the pure heart of deeply cultivating China, successfully localization of international brands, so that the world can empower China. We continue to innovate and break through, accelerate digital transformation, actively embrace change, become the leader of China's food and beverage industry with the belief of faster, stronger and better, and uphold the concept of Winning with PepsiCo Positive to give back to the society, abide by our commitment.

Product concept, highlights and added value

Lay’s upgraded core natural potato chips portfolio by introducing canola oil with 50% sat fat reduction*, leading the healthy trend of China potato chips industry. * Reduce 50% sat fat vs. previous Lay’s natural potato chip American Classic flavor.
To compelling Healthy China 2030 program and response to healthy snack trend and professional suggestion from international authorities. Lay’s upgraded core natural potato chips portfolio with 50% sat fat reduction.
In 2022, Lay’s piloted upgraded Simply potato chips: introducing canola oil with less sat fat and contains α-linolenic acid to achieve 50% sat fat reduction vs original recipe. By Sep. 2023, Lay’s have upgraded the whole portfolio of national potato chips in China market which is a critical milestone for brand local innovation.
Lay’s spent 1.5 years for product recipe upgrade with internal quality test, consumer test, sat fat test and product shelf life test. And upgraded all production line of natural potato chips with over 300 SKUs products. Lay’s provided a premium product option to consumer and leading the industry development of China potato chips.

Product Images

Please briefly describe how your product communicates with consumers

 Resonating theme: under the theme of “Your HAPPINESS, My COMMITMENT”, we demonstrated the magic behind Chinese brand name 乐事 (乐 stands for consumers’ happiness, 事 stands for Lay’s efforts and attitude behind-the-scene)
 Comprehensive communication matrix with aggressive amplification:
• To consumers: establish brand connection as top snack brand via touching brand contents, strong in-store presence, and aspiring social engagement
• To customers: demonstrate brand edge as industry leader via mega launch event to engage key trade partners, top medias, industrial experts, PepsiCo employees, brand fan representatives, etc; we also earned professional endorsement from Chinese Institute of Food Science and Technology & Chinese Nutrition Society for our positive impact on industrial upgrade and pioneering position in the category
• To community: show brand commitment as responsible corporate via comprehensive media matrix including state-owned media including People’s Daily, Xinhua New Agency, etc and multi-category media including news, science, commercial, marketing expertise, people livelihood, etc.

Product Images

Ingredients List Photograph

Launch Date

2023-9

Target Consumer

Mass population

Weight/Volume per Pack

15克、40克、70克、135克

Price per Item

6.4元/ 70g

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

Mainland China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel

Market Performance

 Massive business scope: $1Billion NR and accounts for ~70% of total PepsiCo China Snack business. The biggest ever project in China - smooth transition in 11 production lines in 5 plants nationally; covers 300+SKUs, 37 flavors and 27 multi-packs
 Bold & strong claim on pack: highlight “-50% saturated fat” & “formula upgrade” to shout out consumer-relevant benefit directly
 Significant results: China needs to achieve 70% Saturated Fat Compliance by Q4 2024 according to Global PEP+ target; we’ve driven China PEP+ Saturated Fat Compliance from 21% to 71% ahead of target by 16 months and will create 1.8Billion+ healthier smiles annually
 Campaign was well received:
• Total brand assets gained 1.3Billion impression with 16MM engagements
• 120k+ consumers stories are collected to show their happy moments with Lay’s in past 30 years
• Mega launch event reached 2.37MM+ viewership and acquired 4.13MM+ likes
• 150+ media reports are generated in diverse media categories with 200+ spontaneous reposts