In October 2026, Pepsi-Cola (Thai) Trading partnered with 7-Eleven Thailand to launch Lay’s Loaded D.I.Y., selling customisable snack combinations across the convenience store network and digital channels.
The promotion lets buyers take bags of chips and combine them with add-ons and toppings purchased directly in-store.
How the in-store concept works
Shoppers select participating base chip packets and add savoury ingredients to build custom snack bowls inside the store. The retail mechanic turns standard packaged goods into quick-prep food options without requiring dedicated kitchen equipment or extra staff behind the counter.
Digital channels handle the same ordering flow. Customers can select their chip base and topping combinations directly through the 7-Eleven mobile application and order them via 7-Eleven Delivery for home drop-off.
Influencer recipes drive app orders
To establish baseline recipes, the campaign brought in four Thai key opinion leaders to develop signature combinations based on their personal flavour choices. These recipes serve as default menu items on the 7-Eleven application, giving shoppers direct templates rather than forcing them to invent combinations from scratch.
Social sharing anchors the promotional push. By circulating specific topping formulas online, the brand aims to convert casual social media viewers into app-based delivery orders.
Commercial shift for snack makers
Packaged snack producers in Southeast Asia face stagnant volume growth in conventional shelf placements. Turning standard chip packets into assemble-at-home meals allows manufacturers to lift basket size without reformulating the underlying product.
For convenience operators like CP All’s 7-Eleven, the mechanic drives cross-category sales. A single snack transaction now pulls in additional high-margin chilled toppings, sauces, and packaged side items from adjacent shelves.
Earlier product experiments in Bangkok
The campaign follows several product variations rolled out by PepsiCo in Thailand during 2026. The company introduced Lay’s Light with a 40 per cent sodium reduction in September, alongside a co-branded ice cream crunch stick developed with Nestlé Éxtreme Pop.
Earlier in May 2026, the brand tested texture additions through Lay’s Max paired with crunchy crab sticks. The latest DIY promotion shifts that experimentation from factory packaging directly to the retail point of sale.
What to track next
Retail buyers are monitoring whether the DIY format generates repeatable basket additions beyond the initial social media campaign. The metric to watch is whether 7-Eleven expands the loaded snack concept to other savoury snack categories across its nationwide footprint.
