• All-new, Sizzlin’ Hot is part of the globally iconic Lay’s Flamin’ Hot line up of snacks
• Sizzlin’ Hot offers a differentiated and irresistible flavour experience that is ‘Too Hot To Stop’

New Delhi, 21^st March 2022: Heating up the chip aisle and bringing an irresistible chilli experience to consumers, Lay’s, one of India’s favourite potato chip brands, has launched Lay’s Sizzlin’ Hot – a snacking experience that’s ‘Too Hot To Stop’. Stemming from the globally iconic and widely loved platform, Lay’s Flamin’ Hot, Lay’s Sizzlin’ Hot taps into the growing ‘chilli’ flavour bucket with the hottest chips from the House of Lay’s.

The introduction of Lay’s Sizzlin’ Hot platform is based on the insight that there is increasing consumer demand for spicy salty snacks in the country, with ‘chilli’ being one of the top flavour buckets that is growing rapidly in the category. Embracing this growing affinity for spicy palette amongst Indians, Lay’s Sizzlin’ Hot creates an elevated yet irresistible experience for the consumers that stimulates their senses and makes it ‘Too Hot To Stop’.

Expressing his thoughts on the new launch, Anshul Khanna, Senior Director and Category Head – Foods, PepsiCo India said, “The Indian palate is inimitable, and consumers seek food and flavour offerings that provide a unique consumption experience. As the frontrunners in the potato chips category, we are thrilled to introduce Lay’s Sizzlin’ Hot, based on our globally iconic platform – Lay’s Flamin’ Hot, in India. The portfolio expansion is in line with the brand strategy to provide a spectrum of snack options to consumers. We are confident that this hottest offering from the House of Lay’s will cater to the demand for spicy snacks and attain a huge fan following in the country.”

Lay’s Sizzlin’ Hot is available at INR 10 and INR 20 at leading retail and e-commerce platforms across India. A new TVC campaign has been unveiled for Lay’s Sizzlin’ Hot, featuring Lay’s brand ambassador and Bollywood superstar, Ranbir Kapoor, and popular actress Radhika Madan across multiple platforms.Ends