New Delhi, Nov. 27 -- Snack and cola maker PepsiCo is finally giving gourmet a chance with the launch of Red Rock Deli chips, priced at Rs.60 and Rs.125 a pack, in a shift away from its years-long focus on mass-market Lay's, which starts as low as Rs.5. The move marks PepsiCo India's most aggressive push yet into the premium end of the salty snacks market-where consumers are unceasingly seeking more gourmet flavours. This shift is significant because India's organized snack market is surging-chips are now among the fastest-growing food categories. As consumers pay more for better flavours and premium packaging, startups such as Beyond Snacks, Too Yum! and Cremica's Opera Chips have stormed the shelves, backed by fresh funding rounds. With demand rising from metros to smaller towns, the premium snack segment has become the hot growth engine of India's FMCG (fast-moving consumer goods) landscape-and Red Rock Deli is positioning itself squarely to ride this wave. "Consumers are evolving. They want new experiences, new flavours, new technologies, new textures. This is our first attempt at true gourmet snacking," Saakshi Verma Menon, chief marketing officer of foods, PepsiCo India, said in an interview with Mint. Demand for mindful and intentional indulgence has accelerated in recent years. A few years ago neither the company nor the industry would have anticipated that premium snacking would scale to this extent, she added. PepsiCo's new gourmet launch includes four variants at the premium end of the category: Rs.60 (58g) and Rs.125 (75g). In comparison, a 52g Lay's pack is Rs.20, while a 75g Doritos pack sells for Rs.48. The products are being manufactured at PepsiCo's plants in Channo (Sangrur, Punjab) and Kosi Kalan (Mathura, Uttar Pradesh). Red Rock Deli is an Australian premium brand now being locally produced. Menon said Indian buyers today are far more informed, health-conscious and willing to experiment across price points....