|Product type||Potato Chips|
Lay's WOW chips
Walkers (snack foods)
|Previous owners||1932-1961 Lays
1961–1965 Frito-Lay Inc.
Lay's (known as Walkers in the United Kingdom and Ireland, Chipsy in Egypt, Poca in Vietnam, Tapuchips in Israel, 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 chips has been marketed as a division of Frito-Lay, a company owned by PepsiCo since 1965. Other brands in the Frito-Lay group include Fritos, Doritos, Ruffles, Cheetos, Rold Gold pretzels, 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 1942, Lay introduced the first continuous potato processor, resulting in the first large-scale production of the product.
The business shortened its name to "the Lay's Lay Lingo Company" in 1944 and became the first snack food manufacturer to purchase television commercials, with Bert Lahr as a celebrity spokesman. His signature line, "so crisp you can hear the freshness," became the chips' first slogan along with "de-Lay-sious!" As the popular commercials aired during the 1950s, Lay's went national in its marketing and was soon supplying product throughout the United States.
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.
Barbecue-flavored potato chips, which were introduced in 1958, were the only flavor available other than the conventional salted chip until the early 1990s. Despite many new flavors since, the original is still the selection of 79% of consumers.
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, Dill Pickle, 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.
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.
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 run a 'Nations Flavour' promotion that the public vote for the flavour they like the best. Flavours 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, Argentinian Flame Grilled Steak and Welsh Rarebit. The previous winner of this promotion was Builders Breakfast.
In Greece and Cyprus, Lay's are made and packed by Tasty Foods and Corina Snacks LTD, with Mediterranean flavours 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 flavours as noted above are only available through Delhaize (Belgian supermarket chain)] which has opened 2 locations in Cologne and Aachen (Delhaize Germany locations, Lay's Flavours Benelux).
In the Netherlands, the following flavours 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 flavours, resulting in three new flavours being produced, and, after voting, with one of them becoming the winner (the three new flavours 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 flavour and replace 'Patatje Joppie'.
In Belgium, there is a Cucumber and Goats flavour. Russia has "Lay's MAX" chips (Chicken, Sour cream & Onion, Sour cream & Cheese, Ham & cheese flavours) and some international "Lay's" flavours plus Russian specific flavours, including Mushroom & Sour cream, Crab, Red Caviar, Salted Cucumber. In Romania the Lay's flavours are Salt, Paprika, Cheese, Barbecue, Sour Cream & Dill; the Lay's Sensations flavours are: Thai Chili, Baked chicken with lemon and thyme; Lay's Max and Lay's Sticks flavours are: Paprika and Salt.
In Poland, the chips flavours 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 from the Oven' flavours are: Natural salted, Mediterranean herbs and Grilled paprika and lastly the '4 Pory Roku' ('4 Season of the Year') which change flavour every Season. Lay's Appettite Stix: Ketchup, Garlic and sour cream dip.
Under the Smith's label in Australia, unique flavours 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 flavours 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.
In some countries such as Argentina, Chile and Uruguay, some of the Lay's flavoured products are sold with the "Lay's Mediterráneas" label, and include such flavours as Ham, Olive Oil and Parmesan Cheese, Olive Oil and Tomato, Olive Oil and Basil, Greek Tzatziki Cheese with onions, Lasagna, Beef Carpaccio with Parmeggiano, and Smoked Manchego Cheese. In Chile there are Lemon and Cilantro, and Sour Cream and Onions versions. Peru has Lay's Sabores Peruanos" (Lay's Peruvian Flavours), with flavours like Andean cheese. Peru also has the Lay's Dips brand, which includes a Peruvian Criollo Chili sauce sachet.
One flavour sold primarily in southern Asia is called "Magic Masala". This flavour 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.
Beside Magic Masala, flavours popular in India are "American Style Cream and Onion" and "Spanish Tomato tango". "World Classic Salted" is available as well. Recently, Lays India introduced a contest to name new flavours, and then invited the public to taste and vote on the best of them. The new flavours in production now are HipHop Honey and Chili, Cheesy Mexicana, Mango Mastana, and Tangy Twist. The winner of the contest was "Mango Mastana".
Flavours 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 flavours 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" flavours include Tom Yum, Thai Chili Paste, Thai Seafood Dip, Chili and Lime.
Lay's China has four ranges of flavours: Cool & Refreshing (Cucumber, Kiwi, Blueberry, Cherry Tomato, and Lime), Classic Flavours (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).
Flavours in Vietnam include Original, Brazilian BBQ, Beijing Roasted Duck, Manhattan Steak, Nori, and Mornay Shrimp.
In Indonesia, Malaysia, and Brunei Darussalam, the flavours are Salmon Teriyaki, Classic Salty, Nori Seaweed, 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.
Since its acquisition of Chipsy, Lay's chips (marketed as Chipsy) in Egypt inherited the Chipsy range of flavours as well as the pre-merger Lay's flavours. These flavours include salt and vinegar, cheese (most likely based on Rumi cheese and the most popular flavour), seasoned cheese, tomato, kebab on charcoal, and chili and lemon.
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 flavours, including Salt, Salt & Vinegar, Chilli, Chilli-Lemon, Ketchup, French cheese, and Pizza. Lay's Max is available in flavours: Chili, Cheese and Italian Blend. Lay's Forno, which has less fat by 60%, is available in two flavors: Authentic Cheese and Black Pepper.
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.
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 and/or corn 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.  This makes them unsuitable for vegetarians, pescatarians and vegans. Snacks marked "kosher" are free of animal enzymes.
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