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In 1963 Frito-Lay began using the slogan "Betcha Can't Eat Just One" in its advertising for Lay's potato chips. Two years later comedian Bert Lahr began appearing in ads in which he attempted--always unsuccessfully--to eat just one Lay's chip. Annual revenues for Frito-Lay exceeded $180 million by 1965, when the company had more than 8,000 employees and 46 manufacturing plants. Lay and the Frito Company merged to form Frito-Lay, Inc., a snack food giant headquartered in Dallas with revenues exceeding $127 million. The new company began with four main brands--Fritos, Lay's, Ruffles, and Chee-tos--and a national distribution system.
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Frito-Lay thus created the thinner, crispier Tostitos, which could be eaten alone, made into nachos, or dipped into increasingly popular salsas. By 1985 Tostitos was Frito-Lay's number five brand, with sales of about $200 million, trailing only Doritos ($500 million), Lay's ($400 million), Fritos ($325 million), and Ruffles ($250 million). Also in 1985 Frito-Lay expanded its tortilla chip line with the introduction of Santitas white and yellow corn round chips. By 1954 the Frito Company business included 11 plants and 12 franchise operations.
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Central and South America
In early 1991, Roger A. Enrico was named to the top spot at Frito-Lay, after most recently serving as president of PepsiCo Worldwide Beverages. Enrico, a former Frito-Lay marketing vice-president, immediately set out to turn around the stumbling but still formidable snack giant. During 1991 the company eliminated 1,800--or about 60 percent--of its administrative and managerial jobs, creating a much more streamlined structure. Four of the company's 40 plants were closed or sold off, and more than 100 package sizes and brand varieties were dropped from what had become an unwieldy product portfolio. On the selling side, Frito-Lay created 22 sales/marketing offices to bring decision-making closer to retailers and consumers. To enhance the flavor of both chips, the company developed a new frying process and switched from soybean oil to cottonseed oil.
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Similar joint-ventures were arranged in other regions of the world in the 2000s, including Smith's in Australia, and Sabritas and Gamesa in Mexico. As a result of these international arrangements, some global Frito-Lay products (such as Doritos) are branded under the same name worldwide. For example, Lay's chips are a similar product to Walkers Crisps in the UK[24] and both share similar logo designs.
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Ads showed the cartoon character robbing and scheming to get his beloved Fritos corn chips. The campaign quickly drew heavy criticism from Mexican American groups who alleged that it showed a prejudice against Mexican Americans and perpetuated a stereotype. Responding to the protests, radio and television stations in California began pulling Frito Bandito spots off the air. There are 28 fully electric vehicles that will come and go from the depot near Westinghouse Boulevard, and you’ll be able to see them when they drop off fresh snacks at retail stores, gas stations, and other locations.
All olestra products carried warning labels stating that they 'may cause abdominal cramping and loose stools.' Despite waves of negative publicity, the Wow! Line was the best-selling new consumer product of 1998, garnering a whopping $350 million in sales. Lay added manufacturing plants in Jacksonville, Florida; Jackson, Mississippi; Louisville, Kentucky; and Greensboro, North Carolina. Lay also built a new plant in Atlanta featuring a continuous potato chip production line, one of the first in the world. In 1944 the company began marketing potato chips under the Lay's name, with the Gardner's brand becoming a historical footnote. Lay became one of the first snack food concerns to advertise on television, with a campaign featuring the debut of Oscar, the Happy Potato, the company's first spokesperson.
As Kendall succinctly related to Forbes in 1968, "Potato chips make you thirsty; Pepsi satisfies thirst." The plan was to jointly market PepsiCo's snacks and soft drinks, thereby giving Pepsi a potential advantage in its ongoing battle with Coke. Unfortunately, these plans were eventually scuttled by the resolution of a Federal Trade Commission antitrust suit brought against Frito-Lay in 1963. The FTC ruled in late 1968 that PepsiCo could not create tie-ins between Frito-Lay and Pepsi-Cola products in most of its advertising. PepsiCo was also barred from acquiring any snack or soft drink maker for a period of ten years.
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The Frito Company continued to operate 11 plants, but its franchise operations had been reduced to six after the company bought out several franchisees. Doolin soon expanded to the family garage, and increased production by developing a press that operated more efficiently than the potato ricer. Within a year of his purchase of the business, Doolin moved the headquarters for the Frito Company from San Antonio to Dallas, the latter having distribution advantages.
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This was coincidentally the same year that Doolin had established the Frito Company. (QUEEN CITY NEWS) — The company behind some of our favorite snack foods is going electric. In 1968 Frito-Lay began a new Fritos advertising campaign featuring the Frito Bandito, a Mexican bandit complete with a long mustache, sombrero, and six-gun who spoke in a heavy accent.
Covering Venezuela, Chile, Colombia, Ecuador, Guatemala, Honduras, Panama, Peru, and El Salvador, the joint venture was designed to enable Frito-Lay to better penetrate the $3 billion salty snack sector in Latin America. Made with a fake fat called olestra developed by Procter & Gamble (ironically the maker of rival chip Pringles), the Wow! Products were controversial because of reports and studies that indicated that the chips could cause gastric distress.
In early 1941 Doolin expanded to the West Coast by opening a small manufacturing facility in Los Angeles. But sales quickly picked up again following the war's end, and by 1947 revenues exceeded $27 million. Lay & Company an exclusive franchise to manufacture and distribute Fritos in the Southeast. This marked the beginning of a close relationship between the two companies, and would eventually lead to their 1961 merger.
By the mid-1990s, as the snack food sector entered a slower growth period marked by heavy price competition, it became increasingly clear that Frito-Lay would remain the industry front-runner by a wide margin. The company increased its share of the salty snack market in the United States from 38 percent in the late 1980s to 55 percent by 1996. Competitive pressure from Frito-Lay led two of its fiercest rivals to wave the white flag. Borden sold most of its snack businesses in the mid-1990s as part of a massive restructuring.
Lay gained from the Frito Company an exclusive franchise to manufacture and distribute Fritos corn chips in the Southeast. In 1983 Calloway shifted to the PepsiCo headquarters in Purchase, New York, to become the parent company's CFO (and eventually its chairman and CEO). Taking over as president of Frito-Lay was Michael Jordan, who held the position for two years before also heading to Purchase and eventually becoming PepsiCo president.
The company also expanded outside the Southeast and acquired a number of weaker competitors. Lay went public as a company with a workforce exceeding 1,000, manufacturing facilities in eight cities, and branches or warehouses in 13 cities. Revenues in 1957 stood at $16 million, making Herman Lay's company the largest maker of potato chips and snack foods in the United States. H.W. Lay had also gained fame for carefully developing and utilizing its sales routes. This "store-door" delivery system helped to increase revenues as the salespeople were able to "work" a particular sales territory more intensely. Lay had operations in 30 states, following the purchase of Rold Gold Foods, makers of Rold Gold Pretzels, from American Cone and Pretzel.
In early 1996 Anheuser-Busch shut down its Eagle Snack unit after failing to find a buyer for the unit; it sold four of Eagle's plants to Frito-Lay, which converted them to production of its main brands. In addition to the acquisition of Grandma's, the early 1980s also saw Frito-Lay introduce Tostitos tortilla chips. Debuting in 1981, Tostitos was the most successful new product introduction yet in Frito-Lay history, garnering sales of $140 million in the first year of national distribution.
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