Dive briefs:
- PepsiCo’s Doritos brand will launch new products and transition to jerky as part of a partnership with Jack Link’s, the companies said in a statement.
- The product includes two flavors: Jack Link’s Doritos Spicy Sweet Chili and Fleming Hot Flavor’s Original Beef Jerky and Meat Sticks.
- Doritos’ move to jerky is an aggressive move by PepsiCo to bring its chip brand into other categories, such as pretzels and crackers, to expand its snack dominance and market awareness of many of its iconic offerings. based on efforts.
Dive Insight:
PepsiCo owns an enviable portfolio of snack brands. Achieved approximately $21 billion in sales in North America During the company’s fiscal year 2021 — more than a quarter of CPG’s $79 billion in global sales.
However, the beverage and snack maker has expanded Doritos and Cheetos, among other brands, into various snack categories to grow sales, build brand equity and bring the brand into the hands of more consumers. are classified into Jack Link’s Jerky fits just that strategy.
Shoppers may be craving high-protein meat snacks on the go and drawn to products with the instantly recognizable Doritos name. Especially if you’re snacking or eating while you run. Jerky also brings the Doritos name from the chip department to a new store category.
Leslie Vesper, vice president of marketing at Frito-Lay, said in a statement.
It’s not the first time PepsiCo and Jack Link’s have worked together. The two companies signed his first distribution deal in 2009.
Jerky is the latest product launch to capitalize on PepsiCo’s strategy of bringing existing brands into new food categories.
The CPG giant also has a bigger presence in the jerky category. Jerky is attracting more snack consumers due to its portability and high protein content. An estimated 129 million Americans consumed meat snacks and beef jerky in 2020. According to Statista dataThis number is projected to rise to 133 million next year.
Last year, PepsiCo added Doritos to the dips category with Spicy Nachos and Cool Ranch Jalapenos. An executive told Food Dive earlier this year that the plan is to debut the cracker product with one of the major chip brands as early as the second half of this year. Not.
There are also plans to debut Cheetos-flavoured pretzels, capitalizing on PepsiCo’s previous successes. Cheetos popcorn launched nationwide Early 2020.
“The question in our minds is how far these brands can go,” Perth Laval, chief growth officer at PepsiCo Foods North America, said in an interview in January. “We have strong reasons to believe that our brand is doing well across multiple verticals, and we want to make sure that shoppers turn to Frito-Lay every time they have the chance to grab a snack. ”
