How Gen Z Is Turning Snacks into Symbols of Culture, Connection, and Purpose. In today’s hyper-digital world, the traditional rules of consumer engagement are being rewritten by Gen Z—a generation that doesn’t just consume products but curates experiences. For them, snacks are no longer just about taste; they’re also props for content, conversation starters, and cultural signifiers. Whether it’s a bold chip bag featured in a TikTok video or a live shopping stream with a favorite influencer, the modern snack is designed to spark engagement long before the first bite. Recognizing this shift, PepsiCo is reimagining its product strategies in Malaysia to meet Gen Z’s expectations around culture, community, and cause.
PepsiCo’s approach embraces the concept of the “social snack,” crafting products like Lay’s Double Crunch to suit key Gen Z moments—late-night study sessions, gaming streams, and digital hangouts. With bold flavors and visually striking packaging built for social media, these snacks aren’t just made to be eaten; they’re meant to be shared, seen, and celebrated online. A prime example is the limited-edition UEFA Jumbo Pack featuring football legend Lionel Messi. Launched during a TikTok Shop livestream, the collectible pack generated massive engagement, accounting for 70% of total Gross Merchandise Value in a single session—demonstrating the power of designing products with digital resonance in mind.
Beyond aesthetics, PepsiCo is investing heavily in digital commerce strategies that align with Gen Z’s online habits. In Malaysia, the brand now hosts 25 livestreaming hours per month, reaching over 30,000 viewers with creator-led content, product drops, and exclusive deals. This digital-native strategy earned PepsiCo the Foodpanda Collaborative Excellence Award, proving that when done right, digital engagement can directly translate into conversion. As Aditya Ahuja, Cluster GM for PepsiCo Foods Malaysia and the Philippines, put it, “We’re not adapting to trends – we’re anticipating behaviors.”
But the evolution doesn’t stop at digital. Gen Z consumers expect brands to stand for something—and PepsiCo is delivering on that front as well. With initiatives like its partnership with The Assembly Soup Kitchen (TASK) to combat food insecurity in underserved communities, PepsiCo is aligning brand purpose with real-world impact. The company also supports health-conscious lifestyles through reformulated products, such as the Quaker 3-in-1 range with reduced sugar and sodium. Their “Jom Quaker Fit” rewards program turns everyday purchases into wellness opportunities, offering incentives like spa passes and fitness vouchers to encourage healthier living.
PepsiCo’s connection with Gen Z also runs deep in the cultural fabric of the communities it serves. Football, a unifying passion in Malaysia, has been central to this strategy. Lay’s UEFA Champions League campaign went beyond traditional advertising by creating interactive experiences across 60 locations and engaging more than 80,000 fans. Through games, challenges, and local events, PepsiCo transformed everyday spaces into celebration hubs, building authentic moments of joy and togetherness. This commitment to community-driven engagement is set to continue with the upcoming FIFA 2026 partnership, further embedding Lay’s into the lives of fans who don’t just watch football—they live it.
As Gen Z continues to shape the future of consumption with every scroll and stream, PepsiCo’s strategy in Malaysia serves as a compelling playbook. It’s a blueprint for how brands can stay relevant by creating experiences that blend purpose with personality, digital with real-world, and consumption with community. In this new era, the snack aisle is no longer just about what tastes good—it’s about what feels right, looks right, and means something to the people who matter most.
