Today’s Gen Z consumers aren’t just looking for great taste they want snacks that spark culture, express purpose, and build belonging. Recognizing this shift, PepsiCo is evolving its approach, meeting this generation in the digital spaces they call home, and creating experiences that go far beyond the product itself.
Gen Z treats snacks as more than just food they’re platforms for identity and community. From viral TikTok moments to livestream shopping events, the way this generation engages with brands is fundamentally different. “Gen Z doesn’t separate content from commerce, or consumption from conversation,” says Aditya Ahuja, Cluster GM for PepsiCo Foods Malaysia and the Philippines. “Our focus is on crafting experiences that resonate deeply with their culture and values.”
PepsiCo’s innovation reflects this new reality. Lay’s Double Crunch, with its bold, eye-catching design and intense flavour, is built to shine in social feeds and fuel moments like late-night study sessions and gaming marathons. The success of the UEFA Jumbo Pack featuring Lionel Messi—boosting 70% of sales via a TikTok Shop livestream underscores the power of creating products that are timely, shareable, and highly engaging.
PepsiCo’s digital commerce presence in Malaysia thrives on platforms like TikTok, delivering over 25 hours of livestream content monthly and connecting with more than 30,000 shoppers. This dynamic strategy, which combines influencer demos and limited-time product drops, earned PepsiCo the Foodpanda Collaborative Excellence Award highlighting its agility and deep understanding of Gen Z’s shopping habits.
But purpose drives PepsiCo just as much as performance. The company’s ongoing commitment to social impact includes initiatives like distributing 1,000 food packs to underserved communities in Kuala Lumpur’s Chow Kit district in 2024, part of a global mission supporting the World Food Programme. Meanwhile, health-conscious consumers inspire innovations like the Quaker 3-in-1 range with reduced sugar and sodium, complemented by the Jom Quaker Fit rewards program that links healthy choices with wellness perks.
Community connection remains central. Leveraging Malaysia’s passion for football, PepsiCo’s Lay’s UEFA Champions League campaign united over 80,000 fans across 60 locations with interactive experiences, making football culture a vibrant, shared celebration. With FIFA 2026 on the horizon, PepsiCo is poised to deepen these bonds, turning sporting events into moments of real-world and online togetherness.
“Gen Z wants to be part of the conversation, not just the audience,” adds Aditya. “By creating shared experiences that align with their passions, we’re not just in their world we’re part of it.”
PepsiCo’s roadmap is clear: engage Gen Z where they are, speak their language, and build brands that belong in their lifestyles blending culture, purpose, and connection in every bite and every click.
For more details on Jom Quaker Fit Rewards and other initiatives, visit the official website.