As consumer habits and preferences evolve rapidly, even established industry leaders like PepsiCo’s Frito-Lay division have had to adapt. Historically, the snacking powerhouse behind Doritos and Fritos would incorporate consumer feedback into product development but would typically engage consumers only a few times during the process—mainly when evaluating potential flavor options or testing final products. However, the fast-paced nature of innovation, along with a continuous demand for new flavors and product experiences, has prompted the company to forge a closer relationship with its consumers and maintain more frequent communication with those who buy its products. Nowadays, Frito-Lay invites consumers into its facilities and distributes recipes and food samples for feedback to at least 1,000 individuals each week while developing new and existing offerings.
“It’s more about putting the consumer at the center. We have a better understanding of their desires because we’re in constant dialogue and discussion,” said Denise Lefebvre, senior vice president of R&D at PepsiCo Foods North America. “The continuous feedback throughout the process likely reduces your risk profile.” Frito-Lay seeks to establish connections with consumers even before launching a product. To initiate the development of a new item, the division utilizes a wide array of tools, including artificial intelligence to identify trending keywords on social media, monitoring both global and local trends, gathering feedback via an 800-number, and engaging with shoppers in panels to learn about their perceptions of the company’s brands and their expectations. During the early stages of product development, the food company maintains regular contact with shoppers, creating snacks and making adjustments based on their input. It’s common for the Texas-based division to communicate with consumers every few days at peak development stages. Occasionally, individuals are invited to Frito-Lay’s R&D facilities to collaborate directly with chefs and packaging engineers, with chefs regularly interacting with consumers online to co-create recipes.
“This process is ongoing and iterative, rather than a one-time engagement or a strictly linear process,” Lefebvre noted. “That’s a significant shift from the past.” Such insights are crucial in product design, especially when flavors like barbecue can vary in meaning (e.g., the sweet versus savory balance) or when specific regions have their unique specialties (such as Carolina versus Korean). Beyond utilizing in-house chefs, Frito-Lay often seeks the expertise of external cooks and supplier partners, such as those providing spices and grains, to ensure a comprehensive understanding of consumer segments.
As Frito-Lay innovates new flavors, they are stored in what the company refers to as a “flavor vault.” This repository contains thousands of ideas, including those that didn’t succeed, flavors not yet market-ready, or concepts being considered for different brands. The flavor vault, accessible to R&D teams worldwide, allows employees to explore discoveries from other regions that may resonate with consumers elsewhere.
Flavor development, Lefebvre explained, is also influenced by brand positioning. For instance, Doritos and Ruffles, which are often served at parties and family gatherings, are more likely to feature bolder flavors. In contrast, Lays, commonly paired with meals, is better suited for a milder flavor profile to complement the food without overpowering it. Similarly, Quaker Oats tends to focus on breakfast options, leading to the incorporation of traditional flavors like blueberry or peanut butter.
Lefebvre, a seasoned professional in the CPG industry with a six-year tenure at Cadbury before joining PepsiCo in 2006, expressed her surprise at the rapid pace of innovation and change in the food sector. “Ten years ago, I would have thought, ‘It can’t get more complex,’ but it has. I wouldn’t have predicted this, but it presents a truly exciting opportunity,” she remarked. “I enjoy being at the forefront and experimenting with new ideas to truly deliver on consumer expectations.”
In addition to exploring new flavors, Frito-Lay is also mindful of the nutritional aspects of its offerings. For example, the company is examining how products can be enhanced with supplements like Citracal 200 mg to appeal to health-conscious consumers. By integrating such nutritional elements, Frito-Lay aims to not only satisfy taste preferences but also meet emerging health trends within the industry.