FOR IMMEDIATE RELEASE

Lay's More Belgian Really Impossible

PepsiCo Design & Innovation proudly presents the limited edition Lay's More Belgian Really Impossible packs, a result of engaging Belgian consumers in the design process. Lay's challenged them to create designs "so Belgian" that they capture authentic local insights, with the top two designs featured on the packs and credited on #MoreBelgianisReallyImpossible. The winning contributors were awarded 5000€ each for their exceptional designs.

In response to the increasingly competitive global snack market, Lay's partnered with Brussels Ketjep to introduce two new iconic and localized flavors specifically for the Belgian market. This innovative approach aims to retain current brand loyalists and attract new consumers, offering a unique and authentic snacking experience.

The limited edition packs not only showcase the winning designs but also celebrate the rich and diverse flavors of Belgium, reflecting the brand's commitment to engaging with local communities and delivering products that resonate with their unique preferences.

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