Storyboard18 | Lay's unveils heart-shaped potato pallets under new sub-brand Lay's Shapez

Lay’s, the iconic potato chip brand, has broken away from its traditional circular form to introduce heart-shaped potato pallets under its latest sub-brand, Lay’s Shapez. The decision marks a significant departure from Lay’s conventional product offerings and underscores the brand's commitment to innovation in the snacking industry.

Storyboard18 had the opportunity to sit down with Soumya Rathor, Category Lead, Potato Chips, PepsiCo India, to delve deeper into this groundbreaking development and gain insights into Lay’s strategic approach.

"For a long time, Lay’s has not thought beyond the circle. It is the first foray into a different shape, and that is why the company has launched the platform called Lay’s Shapez," Rathor explained.

Highlighting the rationale behind the unconventional shape, Rathor shared, "One of the shapes that a lot of Indians resonate with is the shape of the heart." This bold move not only showcases Lay’s willingness to experiment but also demonstrates its understanding of cultural preferences in the Indian market.

Rathor emphasised that shape is just one aspect of Lay’s Shapez; equally important are the flavours. "We have two exciting flavors in it, ‘masala’ and ‘caramel’," she revealed. This dual focus on shape and flavour illustrates Lay’s commitment to delivering diverse and enticing snacking experiences to consumers.

Asserting Lay’s position as the pioneer in the chip category, Rathor stated, "We are the leaders in the category. We created the culture of snacking in India." This confidence in Lay’s heritage and legacy reflects the brand's unwavering dedication to shaping the snacking landscape in the country.

In discussing Lay’s Shapez's launch strategies and the evolving chips market, Rathor provided valuable insights into how Lay’s envisions the future of snacking consumption. With changing consumer preferences and an increasingly dynamic market landscape, Lay’s remains steadfast in its pursuit of innovation and excellence.

The introduction of heart-shaped potato pallets under Lay’s Shapez marks a bold step forward for the brand, signalling its readiness to adapt to evolving consumer tastes while staying true to its heritage.