Mama, Lay's unveil unprecedented tie-up

Ms Pantipar, left, and Mr Petch shake hands at an event to announce the tie-up.

Mama, Thailand's leading instant noodle brand, is breaking with tradition by forging the first partnership in its 50-year history with Lay's potato chip snacks.

The move is aimed at tapping into young consumers who want to explore diverse flavours and stimulating the public's appetites amid soaring costs of living.