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Lay's expands innovation with Hot Chips Style Asian Fiery Chilli
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Thursday, 20 August, 2026, 15 : 00 PM [IST]
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Our Bureau, Mumbai
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Lay's, has launched Lay's Hot Chips Style Asian Fiery Chilli, a new regional innovation crafted for the chilli-forward flavour preferences of consumers across South India, including Andhra Pradesh, Telangana, Karnataka, Kerala, and Tamil Nadu. The new variant reflects Lay's continued focus on consumer-centric innovation, bringing regional food traditions and local taste preferences into its product portfolio.
Thin, crispy potato chips have long held a place in South India's everyday food culture, often enjoyed alongside curd rice, rasam rice or lemon rice. As consumers increasingly seek familiar, locally inspired flavours from trusted brands, this enduring mealtime ritual presented an opportunity for Lay's to draw inspiration from this eating occasion in a packaged format that can be enjoyed anytime, anywhere. Made with the finest potatoes, Lay's Hot Chips Style Asian Fiery Chilli is crafted using an innovative marination technology to deliver a distinctive crunch and a fiery chilli flavour inspired by the region's palate. Created to complement South Indians meals, it brings together Lay's signature quality with a locally inspired eating experience.
Aastha Bhasin, marketing director – potato chips category, PepsiCo India, said, “At Lay's, bringing joy through great flavours begins with understanding what our consumers love. As India's tastes continue to evolve, we are strengthening our focus on regional preferences to create products that resonate locally. Lay's Hot Chips Style Asian Fiery Chilli has been crafted especially for South India, inspired by the region's love for fiery flavours. This launch is part of our continued commitment to celebrating India's culinary diversity through innovation while delivering the unmistakable Lay's taste and quality that consumers trust.”
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