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The New York Times reports this morning that PepsiCo-owned Frito-Lay “is overhauling all of its calorie-conscious snacks to make them appeal to women, including the baked versions of Lay’s, Fritos, Ruffles, Doritos, Cheetos and Tostitos; Smartfood; Flat Earth; and its 100-calorie packages of snacks.

“It has researched women’s feelings about snacking and guilt to produce new packaging, new flavors and a new ad campaign, all in an effort to get women to eat Frito-Lay snacks.”

Frito-Lay’s model is its SunChips brand, which is one of the company’s fastest growing lines. Still, to this point women tend to think of products other than salty snacks when choosing something to nibble on. The Times writes that Frito-Lay research shows that “women snack only 14 percent of the time on salty foods. Women snack 25 percent of the time on sweet foods; the other 61 percent of snacking includes drinks, fruits and vegetables.”

One of the company’s goals is to bring all these various products together on grocery store endcaps, which can deliver a cohesive message to female shoppers.

KC's View:
I trust that this will work better for PepsiCo’s Frito-Lay brand than the recent packaging change employed then aborted by PepsiCo’s Tropicana brand.

Though I suppose that there is a challenge here…because it won’t necessarily be helpful if men are somehow alienated from the brand. Which probably won’t happen…I think most of us are comfortable enough with our gender identities to eat Doritos that come in beige packaging.