Baking&Snack International - May 2012 - 1

May 2012

Vol. 1, No. 5

In this issue

2 4 6 8 10

Editorial Indian Innovation Ethnic Bread Automating Artisan New Products

Lay’s Baked opens the door to Indian innovation
By Francisco Redruello

Brought to you by the following advertisers
American Pan .................... 5
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Hansaloy Corp. .................. 3
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Kwik Lok Corp. ................ 12
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ith Indian waistlines starting to creep outward, companies can tap into an increasing demand for better-foryou snacks. Earlier this year, PepsiCo introduced Lay’s Baked potato chips to the Indian market. Consisting of baked — and thus reduced-fat — chips, the line targets female consumers and takes advantage of demand for healthy savory snacks among middle and upper-class Indian consumers living in urban areas. Moreover, it potentially opens the way for similar such launches going forward. The company positioned this innovation as a premium, fun and healthy snack meeting the increasingly sophisticated demands of younger aspirational women. Lay’s Baked has 50% less fat than standard Lay’s chips and is available in three flavors: original salted, cream herb, and onion and “sun-kissed” tomato. The launch is being supported by a national television advertising campaign as well as print, outdoor and online advertising.

With its introduction of Lay's Baked potato chips to the Indian market in early 2012, PepsiCo taps into increasing demand for healthy snacks among a population whose waistlines are expanding.
PepsiCo

Shick USA Corp............... 11
www.shickusa.com

Nonstop innovation
Sweet and savory snacks in India have witnessed many new product developments over the past few years. To encourage impulse purchases, new snack flavors and formats have been steadily added to manufacturers’ product portfolios. An increasing number of products cater to the unique taste preferences of Indian consumers.

These Indo-centric flavors help manufacturers to differentiate their offerings from established brands. Even multinational players such as Frito-Lay India have introduced Indian flavors including lentil- or dal-based extruded snacks. Demand for sweet and savory snacks in the Indian market remains strong because of rising disposable incomes, combined with a growing consumer trend toward frequent snacking between meals and during breaks. Furthermore, lifestyle changes in urban areas have led to a shift from homemade food to processed packaged food, and in particular snack food items. Continued on Page 4

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Baking&Snack International - May 2012

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