Vietnam’s Orion has expanded its snack portfolio with the launch of Swing Shredded Beef Flavour and O’Star Chili Salt Mango Flavour. Drawing inspiration from two popular Vietnamese street foods, the new products are designed to elevate social snacking occasions by combining familiar local flavours with the crunch of potato-based snacks.
The use of local flavours is a well-established innovation strategy. The opportunity lies not only in leveraging local flavours, but also in being among the first to introduce distinctive local taste profiles into the potato snack segment.
Swing Shredded Beef Flavour takes inspiration from dried shredded beef, a popular accompaniment during relaxed social gatherings. The flavour combines the savoury, richly seasoned profile associated with beef jerky-style snacks with Swing’s signature ridged potato chip texture, creating a more indulgent option for consumers seeking bolder flavours.
Meanwhile, O’Star Chili Salt Mango Flavour recreates the experience of enjoying Vietnam’s popular mango snacks. The flavour balances sweet, sour, salty and mildly spicy notes, capturing the distinctive taste profile that has made chili salt mango a long-standing street food favourite. Paired with crispy potato chips, the concept delivers a familiar yet novel snacking experience.
