Frito-Lay partners with US veterans group, rolls out 22m branded snack bags

By Kristine Sherred

- Last updated on GMT

Frito-Lay says about a quarter of its employees are veterans or spouses of veterans. Pic: Frito-Lay North America
Frito-Lay says about a quarter of its employees are veterans or spouses of veterans. Pic: Frito-Lay North America

Related tags Frito-lay Frito-lay north america Pepsico Corn chips Snacks Packaging Seasonal limited edition

Fritos, the division’s flagship brand, is honoring service members with specially marked ‘Salutes’ packaging.

The snacking giant is also donating $100k to Carry The Load – just in time for the US Memorial Day.

Two former US Navy SEALs, Clint Bruce and Stephen Holley, founded the nonprofit in 2011 to support active duty military, veterans, emergency responders and their families. It strives to connect these groups throughout the year – not only on Memorial Day, which falls on the fourth Monday in May.

The packaging of Fritos original and scoops will feature the words ‘Salutes’ and ‘Our Nation’s Heroes.’

The number of bags – 22m – represents the total number of former and active duty members who have served in the US military throughout history, the company said.

“Paying tribute to these heroes is a longtime commitment for Frito-Lay, and we see this partnership with Carry The Load as an opportunity to inspire Americans to join us in honoring their sacrifice,”​ said Sadira Furlow, VP of marketing for Frito-Lay North America.

Frito-Lay and Veterans

For many years, the PepsiCo snack division has committed to helping veterans, by raising funds for children of fpallen patriots, donating to good causes and giving them employment – during which time, its inhouse employee resource group called Valor trains and mentors them.

Frito-Lay also partners with several groups that assist veterans in transitioning to a civilian career, including America Corporate Partners (in which PepsiCo is a founding member), Allies in Service and Hiring Our Heroes.

About a quarter of Frito-Lay employees are either veterans or spouses of veterans, according to the company. The Washington Post ranks it first in hiring veterans among the 50 largest US companies, and it has received a Chamber of Commerce award for its efforts.

Not just a bag

Carry The Load is asking Americans to extend their Memorial Day celebrations to thank veterans throughout the month of May by raising funds.

It is planning to host a series of events throughout the US, including a relay race, during which teams hand off a US flag every five miles of walking or cycling.

In the group’s hometown of Dallas, Texas, the ‘National Relay’ lasts two days and features a rally with speakers, live music and flag ceremonies.

Teams that raise at least $5k gain access to a VIP area at the Dallas event.

In 2018, Carry The Load’s ‘Memorial May’ campaign raised more than $12m, which supports its ‘Continuum of Care’ partnerships. Since 2011, the group has raised more than $21m, about a quarter of which supports the care initiative.

“Every year, we look to provide Americans with more opportunities to partake in the important act of honoring and remembering our nation’s heroes, and this partnership with Fritos helps us better support those who answer the call to serve,” ​said Holley, Carry The Load’s president and CEO.

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