Lay’s introduces new premium kettle-cooked range to SA  

SOUTH AFRICA – Lay’s, South Africa’s beloved snack brand under PepsiCo, has launched its premium Kettle Cooked range, introducing a superior crisp experience crafted in small batches for enhanced texture and bold flavors.   

Unveiled late 2025, in Johannesburg, the range features three distinctive varieties: Seared Rib Eye & Mushroom, Sea Salt & Black Pepper, and White Cheddar & Cranberry, designed to elevate everyday snacking with gourmet-inspired profiles.   

This move positions Lay’s as a leader in the premium segment, differentiating from thicker local rivals like Simba through its lighter, crunchier kettle-cooked process.   

The launch event at Keyes Art Mile in Rosebank fused art, music, and culinary innovation, creating an immersive cultural moment that highlighted the crisps’ versatility.   

Renowned Chef Wandile Mabaso curated a four-course menu pairing the flavors with dishes like Mozambican prawn aioli for Sea Salt & Black Pepper, 48-hour chipotle chicken with cranberry gastrique for White Cheddar & Cranberry, and pepper-seared aged ribeye for Seared Rib Eye & Mushroom.   

Tongase Dhlakama, Potato Chips Marketing Lead for PepsiCo South Africa, emphasized the event’s goal: “creating an experience that speaks to the premium quality and craftsmanship,” turning the product into a lifestyle statement.   

Now available nationwide at selected stores, the Kettle Cooked range taps into growing demand for indulgent, high-quality snacks amid South Africa’s competitive market.   

Lay’s builds on its success with localized flavors and digital campaigns like “No Lay’s, No Game,” while this premium line targets affluent consumers seeking artisanal alternatives.   

The brand’s history of innovation, from Flavours of the World to varied pack sizes, has solidified its dominance, and early buzz on social media, including Instagram praise for the White Cheddar & Cranberry flavor, signals a strong reception.   

This launch arrives as PepsiCo intensifies its focus on premiumization in emerging markets, with kettle-cooked chips globally prized for their homestyle appeal and use of select ingredients.   

For South African snack lovers, it promises pairings beyond munching, ideal for padel events, art nights, or casual indulgences, reinforcing Lay’s as the go-to for flavor-forward moments. Industry watchers anticipate it stirring competition with brands like Willards, potentially reshaping premium crisp dynamics.  

Sign up to HERE receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.