Company Website

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

Product concept, highlights and added value

Lay’s Pancake series snack provide a quick solution for white-collar workers to fuel. Through in-depth exploration of the production process of street foods, added real scallion, preserved vegetable, chili and leverage in-dough seasoning technology. When consumers bite, they will feel as real as green onion pancake, sauced flavor pancake and preserved vegetable pancake.

Product Innovation
- Technological innovation: Upgrading the product technology, Lay’s applies in-dough seasoning in potato chips firstly, so that the flavor is evenly distributed in each piece of potato chip, maintaining the authentic flavor.
- Real inclusions: adding real vegetable particles, through the vegetable patent processing, Lay’s replicates the perfect combination of real vegetable particles and potato chips, under the primary premise of ensuring food safety and quality, which provides consumers a “real pancake” experience.
- Real “Pancake” Taste: The formula is upgraded so that the product has a crispy texture and real cake aroma.
- Innovative packaging: the snack series packaging incorporates kraft paper elements, simulating the common packaging of various cakes and snacks, creating an edible atmosphere of street snacks.

Product Images

Please briefly describe how your product communicates with consumers

- Packaging design: The new Lay’s snack innovatively integrates kraft paper elements into the packaging, enhancing the consumers' experience of “real pancake” through meticulous design. A canister of Lay’s Pancake in your hand is like a “real cake” in your mouth.
- Brand content: In the TV commercial performed by Wu Lei, Lay’s shows the new product's restoration of the authentic Chinese pancake-making process, full of pot breath. Each bite is full of rich onion aroma/sauced aroma/preserved vegetable aroma and crispy wonderful taste, immersed in the wonderful interpretation of traditional food in contemporary flavor.
- Offline experience: Lay’s set up Pancake stalls in Shanghai and Guiyang, and invited consumers to dunk the cakes on site, attracting consumers to participate in the interaction, so as to let consumers feel a full sense of experience, and establish a deep emotional bond with the brand.

Product Images

Ingredients List Photograph

Launch Date

2024-8

Target Consumer

White Collar

Weight/Volume per Pack

104g, 90g

Price per Item

8.5元/罐

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

Great China Region

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

Market Performance

The first three-months on the market to complete sales target of 114% in all channels, 130 million exposures during the brand campaign, 1.43 million consumer interactions (97% of consumers tap content), brand topics on the list of hot searches 2 times naturally.