New crisp packaging design from PepsiCo targets women

By Lindsey Partos

- Last updated on GMT

Related tags: Frito-lay, Pepsico

The maker of Fritos, Doritos and Lay's crisps continues efforts to attract women consumers, unveiling a new redesign and package for its Frito-Lay Baked! product lines.

Partnering with design firm Hornall Anderson, the new packaging, "that encourages female consumers to stop"​, uses a natural colour palette of cream and brown as the primary, and consistent link, across the different line of products that includes cheetos, tostitos and Lay's.

"We translated key consumer insights into emotionally impactful designs that reconsidered everything from packaging size and portion control to visual personality to create a fresh and inspiring look,"​ said the Seattle-based design agency.

The re-design is the latest move by PepsiCo, the fourth largest food company in the world, that demonstrates women consumers are clearly in its sights. Last month the US firm launched its first snack – smartfood popcorn clusters - targeted specifically at women.

Following their premise that the majority of women snack more than men, the US firm said at the time of the roll out that it seeks to cash in on an estimated $650m (€509m) in additional sales from women consumers.

Speaking at the 'consumer analyst group of New York' conference in Boca Raton, Florida in February, John Compton, CEO of PepsiCo Americas Foods, presented the 'smartfood popcorn clusters' in the context of PepsiCo's move to 'Introduce new products for her'.

Listed by PepsiCo in the general criteria for 'new products for her' are: make it convenient/portable, 'help me control my portions', 'take away the guilt', 'take out the negatives', make it nutritious, and make it taste 'great'.

According to Hornall Anderson, the new Frito-Lay brand campaign - that includes the Smartfood line - "recognises the inherent conflicts and connections between health, beauty and self-confidence"​ for women.

"Frito-Lay tapped us to create new packaging for a portfolio of products that appeals to women who want healthy snacks that don’t sacrifice great taste,"​ said the agency.

Following an analysis of "the shelf set in the chip aisle" and other women centric products, the firm set about producing a colour palette to communicate “healthy” and/or “better for you”, eventually plumping for the final pale cream and brown palette.

“Our efforts to connect with women are holistic from the products we develop, to the packaging, to where women find them in-store, and to the way we talk about the products,”​ commented Gannon Jones, vice president, marketing, Frito-Lay North America.

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