New Delhi, Nov. 26 -- 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.

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