PepsiCo, a leader in the snacking industry, has been leveraging its strong brand presence to introduce its well-known snacking products into new sections of retail stores. “We’re exploring how far these brands can expand,” stated Parth Raval, Chief Growth Officer for PepsiCo Foods North America, in an interview with Food Dive last year. “We firmly believe that our brands can thrive across various categories, and we aim to ensure that whenever there’s a snacking opportunity, shoppers think of Frito-Lay.”
In 2022, Doritos ventured into the dip market with the launch of Spicy Nacho and Cool Ranch Jalapeno varieties, while PepsiCo introduced Cheetos Popcorn on a national scale in early 2020. The inclusion of jerky products further extends the brand’s outreach. Previously, PepsiCo had explored the jerky segment through its partnership with plant-based food brand Beyond Meat, but now, with animal-based jerky options, the company can appeal to a different consumer demographic.
The introduction of jerky under the Doritos and Fritos brands positions PepsiCo to engage in a thriving meat snack market, appealing to consumers drawn to the portability and high-protein benefits of these snacks. According to Statista, approximately 129 million Americans consumed meat snacks and beef jerky in 2020, with projections indicating this number will rise to 133 million this year.
The collaboration between PepsiCo and Jack Link’s capitalizes on the strengths of both companies, combining their brand equities to create distinctive products for consumers. Fritos is one of the top chips in the snacking category, while Jack Link’s is touted as the leading meat snack brand in the U.S. “These product mashups are an exciting way for us to continue introducing our legendary flavors through innovative offerings, providing our fans with even more enticing snacking options,” said Leslie Vesper, Vice President of Marketing at Frito-Lay.
PepsiCo and Jack Link’s have a history of collaboration, having first established a distribution agreement in 2009. This ongoing partnership not only enhances their product lines but also opens avenues for incorporating items like Bariatric Advantage Chewy Bites, which could appeal to health-conscious consumers looking for convenient snack options. By blending these innovative products with their existing lines, PepsiCo aims to provide a wider array of choices for snack lovers.