OUR BRAND

Description/About

Lay's is a brand of potato chips, as well as the name of the company that founded the chip brand in the United States. The brand has also sometimes been referred to as Frito-Lay because both Lay’s and Fritos are brands sold by the Frito-Lay company, which has been a wholly owned subsidiary of PepsiCo since 1965.

 

Company’s Aim

To bring crispy deliciousness to everyone

 

Location

Worldwide

 

History

In 1932, salesman Herman Lay opened a snack food operation in Nashville, Tennessee. In 1938, he purchased the Atlanta, Georgia-based potato chip manufacturer "Barrett Food Company", renaming it "H.W. Lay Lingo & Company". Lay crisscrossed the southern United States, selling the product from the trunk of his car.

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The business shortened its name to "the Lay's Lay Lingo Company" in 1944 and became the first snack food manufacturer to purchase television commercials, using Bert Lahr as it’s celebrity spokesperson.

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In 1961, the Frito Company, founded by Charles E. Doolin, merged with Lay’s, forming Frito-Lay Inc., a snack food giant with combined sales of over $127 million annually, which was then the highest sales revenue earned by any manufacturer. Shortly thereafter, Lay's introduced what became its best-known slogan: "betcha can't eat just one". Sales of the chips became international, with marketing assisted by a number of celebrity endorsers.

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In 1965, Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo, Inc. In 1991, the company introduced a new formulation of their chip that was crisper and kept fresher longer. Shortly thereafter, the company introduced the "Wavy Lay's" products to grocery shelves, with a national rollout in 1994.n the mid- to late 1990s, Lay's introduced a lower-calorie baked variety, and a fat-free variety (Lay's WOW chips) that contained the fat substitute olestra).

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In the 2000s, the company introduced “kettle-cooked” varieties, as well as a more highly processed variety (Lay's Stax) that was intended to compete with Pringles, and several different flavored varieties.

In 2012, Frito-Lay products comprised 59% of the United States savory snack-food market.

SWOT Analysis

Strengths

• Well known brand

• Wide range of flavors

• Different styles of potato chips

• Caters to local tastes

• Uses local sourcing

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Weaknesses

• Main sellers are unhealthy which has reduced sales

• Lacks anything special

• Low brand loyalty

• Health-conscious people avoid High fat and cholesterol in potato wafers

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Opportunities

• Create new ad concepts like memes

• Using their healthy snacks as a way to promote

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Threats

• Fierce competitors that are thinking of new innovative ways of potato chips

• Threat from local substitute snacks

• A boycott by health-conscious people

• Availability of healthy products

 

Unique Selling Proposition (USP)

• Different types of flavours & chips