Lay’s Kettle Cooked Celebrates New Flavors Made With All Natural Ingredients

June 2, 2010

Four Wood Carvers Help Create Custom Crafted “Live” Billboard in San Francisco

PLANO, Texas - Today, Lay’s, a brand of PepsiCo’s Frito-Lay division, announced that it is using all natural ingredients to craft its Lay’s Kettle Cooked potato chips. To mark the roll out of these potato chips, four different carvers will officially begin crafting a Lay’s Kettle Cooked billboard made entirely from wood at the corner of Van Ness and Mission streets, the busiest intersection in San Francisco, Calif. Local San Francisco residents can check-in via online social network Foursquare to become Mayor and win free bags of Lay’s Kettle Cooked potato chips.

Lay’s Kettle Cooked is also launching three new flavors inspired by tastes from coast-to-coast including regional flavors Harvest Ranch in the East and Crinkle Cut Spice Rubbed BBQ in the West. Plus, chip lovers nationwide can enjoy a new snacking experience with the Lay’s Kettle Crinkle Cut Original chip. Each batch of Lay’s Kettle Cooked potato chips begins with quality farm grown potatoes that are then cooked in small batches until they’re extra-crunchy and crisp for a true home-style taste.

The first-of-its-kind handcrafted billboard will take up to ten days and eighty hours to complete from start to finish and will reveal the Lay’s Kettle Cooked “Crafted with Care” message upon completion. The billboard will remain up at the Van Ness and Mission location until the end of June.

"Our new custom carved wooden billboard provides us with a unique opportunity to further communicate Lay’s Kettle Cooked dedication to craftsmanship,” said Michelle Rule, director, marketing, Frito-Lay North America.  "From our potato chips to our marketing efforts, everything we touch is truly crafted with care."

The new Lay’s Kettle Cooked all natural campaign is supported by multiple agency partners, including Juniper Park (advertising), OMD (media buying), and Ketchum (public relations).

Frito-Lay North America is the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  Learn more about Frito-Lay at the corporate Web site, http://www.fritolay.com/, the Snack Chat blog, http://www.snacks.com/ and on Twitter at www.twitter.com/fritolay.

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.