A portfolio for today’s uncompromising consumer
In an aisle saturated with competitive benefit messages, Frito-Lay saw an opportunity to shift consumer perception and drive satisfaction utilizing the scale of its portfolio. For years, Frito-Lay has innovated to improve its snacks by eliminating trans fats, reducing salt and cultivating potato varieties that absorb less oil. With the All Natural portfolio introduction, we partnered with Frito-Lay to holistically differentiate many of its leading brands. Our redesign of each brand’s packaging emphasizes that “better for you” can be synonymous with better tasting. Now families have the best of both worlds from trusted brands that continue to transform the snack aisle.