Company Website

https://www.pepsico.com.cn

Product concept, highlights and added value

1. Core Innovations:

① Technical Implementation Approach:
The product combines shiitake mushroom powder with fermented corn powder, utilizing natural fermentation to enhance the natural umami compounds of the ingredients.

② Industry Breakthrough:
This technique achieves a complete replacement of traditional artificial umami enhancers, breaking away from the conventional use of compound seasonings and MSG in savory snacks.

③ Consumer Value:
While entirely eliminating chemically synthesized additives such as MSG and artificial flavors, it retains the classic crispy texture and rich, savory taste. This meets consumers' dual demands for "clean ingredients" and "uncompromised deliciousness," truly achieving the harmony of "clean label" and "great taste."

2. Ingredients and Technique:

Carefully selected Northeast rice with a rich aroma and naturally crispy texture.

Utilizes natural shiitake mushroom powder and fermented corn powder, enhanced through natural fermentation, with no added MSG, artificial flavors, or sweeteners.

Truly free from MSG, trans fatty acids, sucrose, artificial flavors, sweeteners, and gelatin.

Product Images

Please briefly describe how your product communicates with consumers

With growing health consciousness, consumer expectations for snacks have evolved beyond taste and convenience to prioritize ingredient transparency, clean formulations, and nutritional value. Groups such as parents, young professionals, and fitness enthusiasts are paying closer attention to product labels — making "clean label" a defining trend in today's snack market.

Lay's has seized this opportunity with a deep understanding of the demand for guilt-free snacks, introducing the Lay's Senbei series. This product challenges the stereotype of heavily processed and artificially flavored puffed snacks by returning to the original taste of high-quality ingredients — delivering great flavor without compromise.

It also tackles the common snacking pain point of messy hands. Each piece comes in an individual pouch, making it easy to grab, share, and enjoy — whether at work, outdoors, or as a kids' after-school treat — without the worry of greasy fingers or crumbs.

Visual & Communication:
The packaging features a clean, fresh design that highlights the "No Additives" label, enhancing consumer trust. Individually wrapped packets not only preserve the crispy texture but also offer portability and easy sharing, aligning with the convenience and aesthetic appeal expected in modern social settings.

Usage Occasions:
Ideal for a wide range of scenarios such as office snacking, school breaks, outdoor activities, and travel. It serves as a perfect daily healthy snack and a great choice for sharing with the whole family.
Product Positioning & Target Audience:
Lay's Senbei Original Flavor champions the concept of "Naturally Fermented Umami, Truly Clean Ingredients." It caters to health-conscious consumers who value simplicity and transparency in their snacks—including young mothers, working professionals, light meal enthusiasts, and families with high standards for food safety.

Product Images

Ingredients List Photograph

Launch Date

2025-9

Target Consumer

Family with kids

Weight/Volume per Pack

62g；125g

Price per Item

5.9元/62g；9.9元/125g

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