Lay's, a leading brand in the snack food industry, has been a fixture in the Thai market for 30 years, with over 200 flavors produced during that time.

To commemorate this milestone, Lay's is launching a significant campaign titled 'Lay's 30 Years: Joy for Every Generation'.

This anniversary celebration will see popular flavors return to shelves while also offering premium gifts to engage all consumer demographics.

The snack food market in Thailand has proven resilient, valued at over 47 billion baht, reflecting a growth rate of 9%.

Notably, the potato chip segment has a market value exceeding 15 billion baht, marking a 5% growth, driven by the introduction of new flavors from various brands.

Lay's has established itself as a favorite among Thai consumers, with well-received flavors such as Original, Miang Kam, and Nori Seaweed, each contributing to the brand's enduring popularity.

The commitment to delivering high-quality flavors has helped Lay's maintain its leadership position in the market for three decades.

In celebrating its 30th anniversary, Lay's is emphasizing its dedication to using authentic potatoes and delivering the signature crispy taste that Thai consumers have enjoyed for years.

The brand has partnered with BT21, a globally recognized character line under the IPX company within the LINE group, to enhance this celebratory campaign.

The collaboration aims to appeal to a diverse audience, including teenagers, working adults, and seniors, aligning perfectly with the brand's strategy of being a joyful snack for every generation.

Activities planned for 'Lay's 30 Years: Joy for Every Generation' include distributing special edition stickers nationwide and offering premium items related to the BT21 characters.

Consumers can participate by scanning the bag codes from Lay's or Lay's Stax products to receive exclusive LINE stickers and collect more than 20 character designs that can be redeemed for various premiums such as snack chopsticks, foldable bags, insulated tumblers, and a special camera box.

This campaign runs from April 1 to August 15, 2025, with a total premium value exceeding 13 million baht, reflecting the anticipated engagement and excitement from consumers.

The use of BT21 characters aims to reinforce Lay's brand image as vibrant and approachable while strengthening its connection with a broad consumer base.

According to Cholakorn Apichattaram, marketing director for PepsiCo’s snack business, the 30th-anniversary celebration is a testament to the brand's legacy of delivering joy and valuable experiences to consumers.

The introduction of previously popular flavors such as Salted Egg, Cheese and Onion, Crispy Basil, and Fried Laab will further cater to consumer demands.

As Lay's continues its legacy, the brand aims to remain a beloved snack, serving as a joyful connection between generations.