Since its much-celebrated launch, Lay’s all-new Kettle Cooked range has been making waves across South Africa, transforming the way consumers experience premium snacking. More than just a product, Lay’s Kettle Cooked is becoming a vibrant part of South Africa’s growing creative culture, perfectly timed to complement summer’s festive energy and lifestyle immersion.

South Africa’s cultural and creative industries contributed an impressive R161 billion to the national GDP in 2020, reflecting nearly 3% of the country’s economic output, a size comparable to the agriculture sector. The industry is dominated by design, creative services, audio-visual media, and visual arts, sectors that thrive in urban hubs like Johannesburg’s Keyes Art Mile, where Lay’s launched its Kettle Cooked range earlier this month.

As brands increasingly seek immersive ways to connect with consumers, Lay’s Kettle Cooked has taken a unique approach by integrating craftsmanship, culinary innovation, and South African artistic expression. The range’s bold flavours; Seared Rib Eye & Mushroom, Sea Salt & Black Pepper, and White Cheddar & Cranberry, resonate with consumers who are looking beyond conventional snacks to enjoy elevated taste and quality. This evolution reflects a broader trend in South Africa, where 6% of all jobs are in the creative economy, underscoring its role as a powerful driver of social inclusion, job creation, and urban regeneration.

“Lay’s Kettle Cooked is not just about snacks, it is about capturing the spirit of South Africa’s thriving creative culture and offering consumers a premium product that fits seamlessly into their social and culinary lives,” says Tongase Dhlakama, Potato Chips Marketing Lead at PepsiCo South Africa. “We are proud to be part of this dynamic economic sector that enriches our cultural identity and fosters meaningful connections.”

As South Africa’s creative economy continues to grow, Lay’s Kettle Cooked stands as a shining example of how brands can successfully engage with consumers through creativity, quality, and cultural relevance, especially during the celebratory summer months when the country’s artistic heart beats strongest.

The Lay’s Kettle Cooked range is now available nationwide at select retailers, inviting South Africans to elevate their snack experience with taste, texture, and tradition in every bite.