|This article relies too much on references to primary sources. (November 2014)|
|Product type||Potato Chips|
Lay's WOW chips
Walkers (snack foods)
|Previous owners||1932-1961 Lays
1961–1965 Frito-Lay Inc.
Lay's (also known as Walkers in the United Kingdom and Ireland, Smith's in Australia, Chipsy in Egypt, Poca in Vietnam, Tapuchips in Israel, Margarita in Colombia and Sabritas in Mexico) is the brand name for a number of potato chip varieties as well as the name of the company that founded the chip brand in 1932. Lay's has been owned by PepsiCo since 1965. Other brands in the Frito-Lay group include Fritos, Doritos, Ruffles, Cheetos, Rold Gold pretzels, Munchos, Funyuns, and Sun Chips.
In 1932, salesman Herman Lay opened a snack food operation in Dorset, Ohio and, in 1938, he purchased the Atlanta, Georgia potato chip manufacturer "Barrett Food Company", renaming it "H.W. Lay Lingo & Company." Lay criss-crossed the southern United States selling the product from the trunk of his car.
In 1961, the Frito Company founded by Elmer Doolin and Lay's merged to form Frito-Lay Inc., a snack food giant with combined sales of over $127 million annually, the largest of any manufacturer. Shortly thereafter, Lays introduced its best-known slogan "betcha can't eat just one." Sales of the chips became international, with marketing assisted by a number of celebrity endorsers.
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. Shortly thereafter, the company introduced the "Wavy Lays" products to grocery shelves. In the mid to late 1990s, Lay's modified its barbecue chips formula and rebranded it as "K.C. Masterpiece," named after a popular sauce, and introduced a lower calorie baked version and a variety that was completely fat-free (Lay's WOW chips containing the fat substitute olestra).
In the 2000s, kettle cooked 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 flavor variations.
Frito-Lay products currently control 59% of the United States savory snack-food market.
|This section does not cite any references or sources. (August 2014)|
|This section does not cite any references or sources. (August 2014)|
Lay's Barbecue-flavored potato chips, which appeared in 1958, was the only flavor available in the United States other than the conventional salted chip until the introduction of Sour Cream & Onion in the late 1970s.
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 & Pepper, Flamin' Hot, Limón, and a thicker "Deli style" chip. The WOW! brand was rebranded in 2004 as Lay's Light after the olestra formula was altered and the U.S. Food and Drug Administration allowed removal of warnings about various health consequences of the fat substitute. Other potato chip flavors offered by Lay's are Garden Tomato and Basil, Honey Barbecue, Sweet Southern Heat Barbecue, Tapatio Limon, Simply Sea Salt Thick Cut, and Dill Pickle Brand (Only found in Arizona, Arkansas, Georgia, Pennsylvania, Utah and Wisconsin). Lay's has occasionally solicited new flavor ideas through its 'Do Us a Flavor' promotions. The 2012-13 contest produced three new flavors: sriracha, chicken and waffles, and cheesy garlic bread. Cheesy garlic bread was chosen as the winner and was added to the lineup. Another round of 'Do Us a Flavor' was launched in 2014. The flavors include Cheddar Bacon Mac & Cheese, Kettle Cooked Wasabi Ginger, Wavy Mango Salsa, and Cappucino. Kettled Cooked Wasabi Ginger was chosen as the winner.
The following Lay's flavors are available nationally in Canada: Classic, Lightly Salted, Wavy Original, Dill Pickle, BBQ, Ketchup, Salt & Vinegar, Smoky Bacon, Sea Salt & Pepper, and Cheddar & Sour Cream. There are also a number of regional flavors, including Fries & Gravy and Roast Chicken (available in Atlantic Canada), Sour Cream & Onion (available in Ontario, Atlantic Canada, Western Canada) and Wavy Smoky BBQ and Wavy Old Fashioned Ketchup (available in Western Canada). Other varieties available nationally include Baked Lay's, Lay's Kettle Cooked and Lay's Stax.
In 2013, Lay's ran a 'Do Us A Flavour' contest in Canada, with four flavors chosen as finalists: Creamy Garlic Caesar, Perogy Platter, Grilled Cheese And Ketchup, and Maple Moose. Maple Moose was chosen as the winner, but discontinued in February 2014 due to low sales.
In 2014, Lay's ran a second 'Do Us A Flavour' contest in Canada, with a new batch of finalists: Bacon Poutine, Cinnamon Bun, Jalapeño Mac N' Cheese, and Tzatziki. Jalapeno Mac N' Cheese was chosen as the winner.
There are a number of unique products in the United Kingdom sold under the Walkers label, including cheese & onion, smokey bacon, prawn cocktail, pickled onion, beef & onion and Marmite. Walkers also ran a 'Nations Flavor' promotion that the public vote for the flavor they like the best. Flavors included in the 2010 promotion were: 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, Argentinian Flame Grilled Steak and Welsh Rarebit. The previous winner of this promotion was Builders Breakfast. Current 2014 competition flavor choices include Chip Shop Chicken Curry, Pulled Pork in sticky BBQ sauce, Sizzling Steak Fajita, Cheesy Beans on Toast, Hotdog with Tomato Ketchup and Ranch Raccoon, voting is open until 17 October 2014.
In Greece and Cyprus, Lay's are made and packed by Tasty Foods and Corina Snacks LTD, with Mediterranean flavors which include Feta cheese flavor, Tzatziki, Olive and Tomato, Oregano, Sea Salt & Black Pepper and various more. There are hundreds of sub-variations in the Mediterranean line adjusted to each country's liking.
In Germany, Lay's are sold in three varieties: Lay's, Lay's Light and Lay's Sensations (Thai Sweet Chili/Red Paprika/Oven Roasted Chicken and Thyme – [available in Cologne/Aachen only through the German locations of Delhaize). Lay's Super Chips (Heinz Ketchup/Mexican Pepper/Perfect Pickles/Salt 'n' Pepper [all through Delhaize) and Lay's Baked Chips (Mediterranean Herbs/through Delhaize). As with Doritos, Lay's are manufactured, distributed and imported in Germany by Frito Lay's Benelux division, Smith's Food Group. Several flavors as noted above are only available through Delhaize (Belgian supermarket chain)] which has opened 2 locations in Cologne and Aachen.
In the Netherlands, the following flavors are marketed: Lay's (Naturel (Natural), Paprika (Bell Pepper), Cheese Onion, Bolognese Original, and Barbecue Ham (Barbecue Bacon)) Lay's Super Chips (Salt'n Pepper, and Just Paprika (Bell Pepper)), Lay's Sensations (Red Sweet Paprika, Thai Sweet Chili, Mexican Peppers & Cream, and Japanese Teriyaki), Lay's Light (Natural, Paprika (Bell Pepper), and Balsamico), and Lay's Finest (Mixed Pepper & Sea Salt, and Finest Sea Salt). In addition, Lays started a new campaign in 2010 in the Netherlands, in which people can enter a competition to suggest new flavors, resulting in three new flavors being produced, and, after voting, with one of them becoming the winner (the three new flavors being 'Mango Red Chilli', 'Patatje Joppie' and 'Nr. 66 Babi Pangang'). 'Patatje Joppie' became the winner of the competition and is now being sold as limited edition. 'Patatje Joppie' mean French Fries with Joppiesaus. In Belgium, the same contest was held and their choices were 'Bicky Crisp' and 'Indian Curry Style'. Bicky is a sort of hamburger sauce with mayonnaise, onions and pickles. Bicky Crisp won. In the Netherlands Lays announced another contest to find a new flavor and replace 'Patatje Joppie'.
In Belgium, there is a Cucumber and Goats flavor. Russia has "Lay's MAX" chips (Chicken, Sour cream & Onion, Sour cream & Cheese, Ham & cheese flavors) and some international "Lay's" flavors plus Russian specific flavors, including Mushroom & Sour cream, Crab, Red Caviar, Salted Cucumber. In Romania the Lay's flavors are Salt, Paprika, Cheese, Barbecue, Sour Cream & Dill; the Lay's Sensations flavors are: Thai Chili, Baked chicken with lemon and thyme; Lay's Max and Lay's Sticks flavors are: Paprika and Salt.
In Poland, the chips flavors are: Cheese, Green Onion, Chicken with Spices, Salted, Paprika, Hot Green Peppers, Fromage, Cucumber and Guacamole. There is also the Lays Apettite flavor of Cheese and Onion, Classic Salted, Ham and Cheese, Ketchup and Cheese. Lay's Strong: Chilli and Knuckle of Pork and Horseradish. 'Lay's Prosto z pieca' ('Lay's Straight from the Oven') flavors are: Natural Salted, Mediterranean Herbs, Tomato with Basil and Grilled Paprika and lastly the '4 Pory Roku' ('4 Season of the Year') which change flavor every Season. Lay's Appettite Stix: Ketchup, Garlic and Sour Cream Dip. Lay's with flavors: Winter Onion, Piquant Paprika, Creamy Forest Mushroom, Cheese, Salted, Grilled Bacon, Tomato, Onion, Fromage. Lay's Strong: Chilli & Lime, Wasabi, Piri Piri. Lay's Max: Paprika, Salted, Grilled Meat, Cheese & Onion. Oven Baked: Cheese & Onion, Natural. Lay's Stix: Ketchup.
Under the Smith's label in Australia, unique flavors include Greek Feta & Herb, Italian Tomato & Basil, and cilantro exist. In the baked products, there are classic, barbecue and sour cream & onion varieties. The kettle cooked version includes original, sea salt & vinegar, mesquite barbecue and jalapeño brands. Wavy Lay's have original, hickory barbecue, ranch and Au Gratin flavors while Lay's Stax offers original, sour cream & onion, Cheddar, barbecue, ranch, pizza and salt & vinegar. The Lay's Natural includes thick cut barbecue and sea salt brands.
One flavor sold primarily in southern Asia is called "Magic Masala". This flavor is popular in India, Pakistan, and Bangladesh. It is also sold in Indian deli stores in Canada and the United States. South Asian Lay's chips are ridged, closely resembling another Frito-Lay brand in North America, Ruffles.
In India Lay's is available in the following flavors : "India's Magic Masala", "American Style Cream & Onion", "Spanish Tomato Tango", "Classic Salted" and "West Indies' Hot 'n' Sweet Chili ". In 2013, Lay's released two new flavors, "French Salt & Cracked Pepper" and " Lays Chile Limon". A baked variant of Lay's called "Lay's Baked" is available in the following flavors : "Original Salted", "Cream, Herb & Onion" and "Sunkissed Tomato". In 2014, Lays was ranked 49th among India's most trusted brands according to the Brand Trust Report 2014, a study conducted by Trust Research Advisory, a brand analytics company.
Flavors featured in Thailand include Nori Seaweed, Basil, Squid, Spicy Chili Squid, Seafood and Mayonnaise, and Spicy Seafood.
In Thailand, there are Classic, Sour Cream & Onion, Cheese & Onion, Mexican Bar-B-Q, and Japanese Nori Seaweed. Temporary international flavors have also been introduced, such as French Mayonnaise, Balsamic Vinegar and Salt (England), Garlic Soft Shelled Crab (Hong Kong), Soy Sauce, Salmon Teriyaki (Japan), Lobster, Bacon & Cheese (America). Other traditional "Thai" flavors include Tom Yum, Thai Chili Paste, Thai Seafood Dip, Chili and Lime.
Lay's China has four ranges of flavors: Cool & Refreshing (Cucumber, Kiwi, Blueberry, Cherry Tomato, and Lime), Classic Flavors (American Classic, Italian Red Meat, Mexican Tomato Chicken, Texas Grilled BBQ, and French Chicken), Intense & Stimulating (Numb & Spicy Hot Pot, and Hot & Sour Fish Soup), and Stax (Authentic Original, Finger Licking Braised Pork, Seafood Barbecue, Spicy Seafood, Tomato, Crispy Roasted Chicken, Black Pepper Rib Eye Steak, Cucumber, Kiwi, Blueberry, and Lime).
Flavors in Vietnam include Original, Brazilian BBQ, Beijing Roasted Duck, Manhattan Steak, Nori, and Mornay Shrimp.
In Indonesia, Malaysia, and Brunei Darussalam, the flavors are Salmon Teriyaki, Classic Salty, Nori Seaweed, Pizza, Grilled Chicken Paprika, and Fiesta BBQ. It is produced by Indonesian-based PT Indofood Fritolay Makmur, a joint venture between PT Indofood CBP Sukses Makmur with Seven-Up Nederland B.V.
Lay's, with its original brand, is also produced by the Saudi Snack Foods Company in Saudi Arabia, and is exported to the other GCC countries. It is available in several flavors, including Salt, Salt & Vinegar, Chilli, Chilli-Lemon, Ketchup, French cheese, and Pizza. Lay's Max is available in flavors: Chili, Cheese and Italian Blend. Lay's Forno, which has less fat by 60%, is available in two flavors: Authentic Cheese and Black Pepper.
Since its acquisition of Chipsy, Lay's chips (marketed as Chipsy) in Egypt inherited the Chipsy range of flavors as well as the pre-merger Lay's flavors. These flavors include salt and vinegar, cheese (most likely based on Rumi cheese and the most popular flavor), seasoned cheese, tomato (a ketchup-based flavor), kebab on charcoal, and chili and lemon. In 2010, a shrimp flavor was added after a national contest
As with most snack foods, the Lay's brands contain very few vitamins and minerals in any variety. At ten percent of the daily requirement per serving, vitamin C is the highest. Salt content is particularly high, with a serving containing as much as 380 mg of sodium.
A one-ounce (28 gram) serving of Lay's regular potato chips has 160 Calories, and contains ten grams of fat, with one gram of saturated fat. Kettle-cooked brands have seven to eight grams of fat and one gram of saturated fat, and are 140 Calories. Lays Natural has nine grams of fat, two grams of saturated fat and 150 Calories. Stax chips typically contain ten grams of fat, 2.5 grams saturated fat and are 160 calories per serving. Wavy Lays are identical to the regular brand, except for a half-gram less of saturated fat in some combinations. The various brands do not contain any trans fats.
A 50 gram serving of Lay's BarBQ chips contains 270 calories, and 17 grams of fat. It also contains 270 mg of sodium, and 15% Vitamin C.
The baked variety, introduced in the mid 90s, feature 1.5 grams of fat per one ounce serving, and have no saturated fat. Each serving has 110 to 120 Calories. Lay's Light servings are 75 Calories per ounce and have no fat.
Lay's Classic Potato chips were cooked in hydrogenated oil until 2003. Currently, the chips are made with sunflower, corn and/or canola oil.
Baked Lays are produced in cheddar, barbecue, sour cream and onion, and original flavors.
Some Frito-Lay brand seasoned products manufactured for the U.S. market may contain rennet or pork enzymes that are added in cheese production.
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