Pepsico launches six new Lay's flavours for the ICC World Cup

NEW DELHI: In a bid to cash in on the Cricket World Cup, global soft drink and snacks major PepsiCo today unveiled six new flavours of its Lay's potato chips, inspired by the top teams participating in the tournament.

"We are the global snacks partner with the ICC World Cup in 2011. That's why we are building on this relationship. As a global snacks partner, we are leveraging the association to give consumer experiences and build our brand image," Pepsico Foods India Marketing Director Vidur Vyas told reporters.

The six new flavours are named after India, Sri Lanka, West Indies, Australia, England and South Africa.

These snacks will also be available in the other two host countries -- Sri Lanka and Bangladesh -- as well.

India, Sri Lanka and Bangladesh are the co-hosts of the tournament, which is being held from February 19 to April 2.

Vyas said the flavours might remain in the market after the tournament, depending on consumers' response.

The company has also kicked off its World Cup advertising campaign, featuring Bollywood actor Saif Ali Khan and Indian captain Mahendra Singh Dhoni.

However, Vyas, declined to comment on the kind of investment or the marketing spend Pepsico has earmarked for the campaign.