Background

Every summer, Lay’s releases a new series of flavours. Nowadays, star power alone is not sufficient to entice today’s young Chinese, who prefer content that delivers emotional values. Meanwhile, competition among snack brands had never been more fierce: The demand for Chinese snacks continued to rise under consumers’ growing favouritism for homegrown labels. On the other hand, many global snack brands were also rapidly churning out new flavour ideas to adapt to consumers’ changing taste.