Thailand’s Mama adds spice to America’s Lay’s

Thais love their noodles, while Americans love their potato chips. Thailand’s instant noodle king Mama and America’s sultan of snacks Frito-Lay are collaborating to market new flavors in a campaign they believe will boost sales around Asia for both companies.

“This is the first time in Mama’s 50-year history that we have collaborated with a partner,” said Petch Paniangvait, whose father founded President Foods, the manufacturer of Mama noodles.

Mama is easily the leader in instant noodles with over 50 percent of Thailand’s market, and the brand can be found all over East Asia. Affordable and tasty, a cup or packet of noodles is a staple in the diet of many Thais, and Mama is one of their noodles of choice.

Two new flavors of Lay’s potato chips are the first fruits of the collaboration: chili crab and miso butter. Research by the companies found that miso butter ramen is extremely popular among tourists in Japan, while chili crab is sought after among those visiting Singapore.

New product development is an essential part of the tie-up between the two companies, according to Pantipar Pongchairerks, Marketing Director of Pepsi-Cola (Thai) Trading, which has Lays in its portfolio.

Lay’s is the leading potato chip brand in Thailand and many other countries in the region. Lay’s was awarded the Top Growing Brand in the food category from the Brand Footprint Award 2022 Thailand.

The two companies are jointly funding differentiated marketing campaigns and promotional activities. Their online campaign targets social media platforms, including Instagram, Twitter, Tiktok and YouTube.

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