PepsiCo
launched Lay’s Baked crisps targeting young, health-conscious women, late last month.
The health snack category has been burgeoning with new launches since the last few
years, with PepsiCo’s Aliva and more recently Britannia Nutrichoice, being
significant among others. With growing consumer
awareness for healthier snacking options, there is only one way to go for this
category, up. Its early days, and they’ve started with a (no prizes for guessing!) Facebook Fan Page which promises to build on the brand communication of ‘100% fun’ and has the TV commercial on it for now.
Check it out at: http://www.facebook.com/laysbaked
Remains to be seen what we see of Lays Baked on digital. I just hope it doesn’t begin and end with the Fan page.
