Sep 1, 2010

Brand in focus: Lays

In 1932, salesman Herman W. Lay opened a snack food operation and later on in 1938, he purchased the Atlanta, Georgia potato chip manufacturer "Barrett Food Company," renaming it "H.W. Lay & Company." Initially the business was quite on a very small scale but in 1942 Lay introduced the first continuous potato processor, resulting in the first large-scale production of the product. Soon the business got its shortened name “The Lay’s Company”. In 1965, Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo, Inc. and a barbecue version of the chips appeared on grocery shelves. A new formulation of chip was introduced in 1991 that was crisper and kept fresher longer. In the 2000s, several brands appeared as did a processed version called Lay's Stax that was intended to compete with Pringles, and the company began introducing a variety of additional flavour variations. 
In the United States, Lay's offers a number of flavor combinations, in addition to the classic chips. Flavored products in the traditional fried varieties include Sour Cream & Onion, Barbecue, Cheddar & Sour Cream, Hidden Valley Ranch, salt & vinegar, salt & pepper, Flaming' Hot, dill pickle, Limon, and a thicker "Deli style" chip. The following Lay's flavors are available nationally in Canada: Classic, Bar.B.Q, Salt & Vinegar, Ketchup, Wavy Original, Dill Pickle, Smokey Bacon, Sea Salt & Pepper, Sour Cream & Onion, Roast Chicken Lightly Salted, Curry, Ketchup, Poutine, Pizza, Roast Chicken, Salsa, Wasabi, Curry and Ginger, and Masala. 
Lay's also launched Cheddar & Sour Cream and BBQ Rib as limited time flavors in summer 2010. in the United Kingdom Flavors included in the 2010 promotion are: Spanish Chicken Paella, Japanese Teriyaki Chicken, German Bratwurst Sausage, Italian Spaghetti Bolognese, French Garlic Baguette, American Cheeseburger, Brazilian Salsa, Scottish Haggis, Irish Stew, English Roast Beef and Yorkshire Pudding, Dutch Edam Cheese, Australian BBQ Kangaroo, South African Sweet Chutney, Argentinean Flame Grilled Steak and Welch Rarebit. In Australia, unique flavors include Greek Feta & Herb, Italian Tomato & Basil, and cilantro exist. One flavor sold primarily in southern Asia is called "Magic Masala". This flavor is very popular in India, Pakistan, and Bangladesh. Lay's China has four ranges of flavors: Cool and Refreshing, Classic Flavors, Intense & Stimulating, and Stax. 
The brand has recently faced a scandal in Muslim world that it contains E613 mean Disodium inosinate which is a fat type available in “Pig Fat” but later on it has been proved that it is wrong. Lays has no such kind of fat or its alternative in its products. Actually the chips are haram or halal depends on in which country it is being made. Obviously for US market the use of pig fat or any kind of its alternative is legal and legitimate  but on searching over net from Pakistan if somebody explore the US product label print and misunderstand the actual ingredients involved in making of Lays there then he/she is thoroughly on the wrong side of the picture. However, Lays bear a tough time in the Muslim market especially in Pakistan where the issue actually arises. After that the company is promoting it by launching of an attractive offer of “Money in the Bag” in which consumers will get instant cash prizes in the lays packet. 

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