Potato chips brand Lay’s has introduced its limited edition pack series featuring Indian farmers illustrations. Lay’s has transformed its pack into a storytelling canvas, deepening the connection between the people who grow the potatoes and those who enjoy them. With every pack, consumers are invited to experience not only great taste, but also the inspiring stories behind it.
These limited-edition packs bring to the consumers Mitti Ki Chitthi – a film by Lay’s that first brought alive the emotional bond between the farmer and the land. The packs feature a QR code that takes consumers directly to the film, a letter from Mother Earth to her nurturers. It underscores the importance of soil health and care-led farming.
Lay’s says the launch of these packs is part of a larger commitment – to support farmers through regenerative agriculture interventions that begin with the soil. Lay’s has introduced dedicated soil testing centers in three states, where farmers can access precise and timely insights into soil health. By helping farmers better understand their soil’s nutrient composition, pH levels, and input needs, these centres empower them to make informed decisions for improved crop quality and yields.
“Every Lay’s chip has a story – and it starts way before the crunch. Lay’s is all about joy and smiles, and we believe that for us joy starts with farmers who grow great quality potatoes in great quality soil. With our Mitti Ki Chitthi packs, we’re bringing the story of these heroes of soil straight to the consumers – with their faces on the Lay’s packs. Every Classic Salted pack has been designed with intricate, vibrant artwork – a joyful celebration of the bond between the farmers, their land, and the chips that we love.” said Saumya Rathor, marketing director at Lay’s, PepsiCo India.
Available for a limited time across select markets, the limited-edition Classic Salted packs, priced at Rs 50, will be available nationwide across retail stores and e-commerce platforms.
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An English-language food and beverage processing and packaging industry B2B platform in print and web, IndiFoodBev is in its third year of publication. It is said that the Indian food and beverage industries represent approximately US$ 900 billion in revenues which implies more than 20% of the country’s GDP. Eliminating the wastage on the farmside can help to deliver more protein to a higher number of the population apart from generating sizable exports. The savings in soil, seeds, water, fertilizer, energy and ultimately food and nutrition could be the most immense contribution that country is poised to make to the moderation of climate change.
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Naresh Khanna – 10 February 2025
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