Lay's Kettle Cooked Chips Introduces Crinkle Cut

In Marketing, it's often hard to figure out what is a long-term, sustainable trend and what is just a fad. Our Lay’s Kettle Cooked potato chips have seen both sides of this dilemma. 

Kettle-cooked potato chips, which are thicker-cut chips compared to regular potato chips and are cooked in small batches to offer a hard-bite crunch, have long been a big hit in central Pennsylvania, and in the late 1980s, their popularity spread across the country.  At Frito-Lay, our Lay’s Kettle Cooked business grew double digits for several years, until the national market went into a decline, and it looked like kettle-cooked potato chips might be just a fad. During this time, we focused on consumer promotions and flavor introductions across our potato chip portfolio, developing more brand awareness for all varieties of Lay's, which also helped sustain the Kettle line. 

Then, several years ago, kettle-cooked potato chips became popular again, and at Frito-Lay, we upped our marketing efforts on Lay's Kettle Cooked, which is now the country's leading kettle-cooked brand (double-digit sales growth last year). This time, I think it’s safe to say that kettle-cooked potato chips are here to stay for a couple reasons: First, Lay’s Kettle Cooked satisfies a large group of loyal consumers who love the hard-bite texture of the snack.  Second, the brand now contains all-natural ingredients, a major consumer trend these days. I personally think you can't beat Lay's Kettle Cooked Jalapeno chips thanks to their intense taste “kick.”

This month, Lay's Kettle Cooked is expanding its line by introducing Lay's Kettle Cooked Crinkle Cut Original made with all-natural potatoes and seasonings –- another “win” in satisfying consumer preferences and securing the brand’s long-term success.  The brand is also updating its packaging and launching two new regional flavors: 

• Lay's Kettle Cooked Crinkle Cut Spice Rubbed BBQ, sold in the western U.S. 

• Lay's Kettle Cooked Harvest Ranch, sold in the northern and southern U.S.

You can now find large bags of Lay's Kettle Cooked Crinkle Cut Original and the new regional flavors at your local store.  Plus, the brand just launched a single-serve version of Lay's Kettle Cooked Sea Salt & Cracked Pepper that you can find in convenience stores.  If you aren't already a big fan of Lay's Kettle Cooked potato chips, I recommend trying them. I think you'll agree with me that they really are here to stay!

Comments

[sklebig@gmail.com]

Although I am a fan of all of your chips, I am absolutely addicted to the Jalapeno Kettle Chips. They are the best EVER! I can't get enough. Thank you for making them and don't ever stop!

[Rod Blankenship]

you made a hit with your kettle chips but i have to disagree with above comment the best kettle chip is the sea salt/ cracked pepper are the best chips you have made to date, keep up the good work

[Die cut]

Crinkle Cut are very interesting chips... I love them...

[Shirl]

I just tried these today (8/5/10) The SEA SALT & CRACKED PEPPER chips are simply MAGNIFICENT - the BEST CHIPS EVER. I'm getting another bag right now! Thanks, Lay's.

[Judy]

We absolutely love the Lays Krinkle Cut Kettle Chips!! But we can no longer find them in any store? WHERE ARE THEY???

[Amanda]

My guilty pleasure is Lay's Kettle Cooked Crinkle Cut Spice Rubbed BBQ Chips. They only sell them in the university vending machine here at Purdue, and I can't find them anywhere else here or in Ohio! But definitely worth the 90 cents for a small bag every time. Care to bring them on a larger scale in the Midwest? Please?!

[Tyler]

Hi I live in michigan I am very dying to try the lays crinkle cut spiced rubbed chips but I can never find them at my local grocery story

[Joe]

Tyler - have you tried using the product locator on our site? It will let you know if the Lay's Kettle Cooked Crinkle Cut Spice Rubbed BBQ are available in your area: http://www.fritolay.com/our-snacks/where-to-buy.html

[Adrenalyn915]

Okay, the Lay's Kettle Cooked Crinkle Cut Spice Rubbed BBQ chips are AWESOME! They are my new favorite chips. But alas, I can't find them anywhere else but the vending machine at work. I NEED MORE OF THESE CHIPS! I buy every single bag when they come in with more (which isn't very often). I tried the "Were to Buy" page, and they are not available within a 50 mile radius of my zip! PLEASE make them more widely available!!!

P.S. - I live on Long Island, NY!!!