Country

U.S.A.(美国)

Official website

https://www.pepsico.com/

Company Introduction

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $67 billion in net revenue in 2019, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales.

Images

Brand Name

Lay's

Designer Name

PepsiCo Design & Innovation

Position of Designer

None

Client

PepsiCo

Target Group

Food Consumer

Major sales

E-commerce; Supermarket & CVS; Grocery

Positioning

Mass Production

Design Story

Can you elevate French fries and make them more sophisticated? Lay’s set out to do just that with Lay’s Purple French Fries, a new line of premium French fry snacks available for purchase in China. Using select purple potatoes with unique taste and nutritional benefits (rich in anthocyanin, which gives it its gorgeous violet hue) this snack hits the perfect cross-section of taste and calorie count for consumers looking to make a positive choice. This is a breakthrough innovation for Lay’s French Fries and Extruded Product category that boldly upgrades the base Lay’s line by offering a more premium and precious potato variety. In developing this product, we uncovered the insight that young Chinese working professionals value unusual and high-quality ingredients with superior packaging that reflects their lifestyle. The design challenge was to clearly communicate and convince consumers of the unique value in flavor, taste, and benefits of Lay’s Purple French Fries. To achieve this, we chose a beautiful purple, black, and gold color palette for a refined look with taste appeal, meant to attract young professionals. We emphasized the hero purple potato ingredient in an eye-catching layout with bold ingredient and product photography. Together, this new product and pack design breaks category norms and delivers the kind of innovative snack product innovation young Chinese professionals have been waiting for.

Highlights

This is a breakthrough innovation for Lay’s French Fries and Extruded Product category that boldly upgrades the base Lay’s line by offering a more premium and precious potato variety. In developing this product, we uncovered the insight that young Chinese working professionals value unusual and high-quality ingredients with superior packaging that reflects their lifestyle.

Market Performance

Confidential

Material

Other

Craft

None

Does the design solve the problems that are common across the product category?

None

What functional designs of the work have enhanced the user experience?

None

Did the design help increase the sales performance of the product?

None

Does the work consider sustainability (environmentally or commercially, or both)?

None