As a strategic step taken by the Canadian snacks company Frito Lay Canada has launched a new range of potato chips which are targeting the South Asians.
40 chip flavours created and tested include seaweed, cucumber and green tea before choosing spicy curry and wasabi for test marketing. Stores were stocking these chops from February on.
In the Greater Toronto Area alone, South Asians annually spends $12.6 billion on retail goods and services, according to a marketing firm in Toronto.
The desire for stronger flavours by the Asians was the reason for their launch. Frito Lay needed to strike a balance between authentic Asian flavours and the taste comfort levels of Canadians, according to Dale Hooper, vice president of brand marketing.
In the words of Hooper, "In Asia, they have a plethora of different snacking options - nuts, meats. Those kinds of things are much bigger from an Asian perspective. So the challenge for us was to find the perfect intersection between the flavours and tastes they like and something Western, which is the potato chip."