Frito-Lay enters nut snack segment

Chain Drug Review, July 14, 2008

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PLANO, Texas -- PepsiCo Inc.'s Frito-Lay division is launching TrueNorth, a line of 100% natural nut snacks that have five grams of protein in every serving.

"While consumer demand for the nut category continues to be positive, the options have been limited and uninspiring," says Regan Ebert, vice president and general manager of Frito-Lay North America.

"TrueNorth creates nut-snacking options that range from reinventing the traditional to new twists that feature nuts as a crisp, which is reminiscent of a cracker," adds Ebert, noting that TrueNorth offers a wholesome snack that satisfies consumer demand for a mindful approach to health and wellness.

TrueNorth is available in three varieties, including:

* Nut Clusters. Packed with freshly-roasted nuts in a crunchy cluster form, the product offers a hint of sweetness. It is available in roasted peanut, toasted almond and pecan/almond/peanut.

* Nut Crisps. This item is made from either roasted peanuts, toasted almonds or pistachios along with other 100% natural ingredients baked together to create a crispy, crackerlike texture.

* Nut Crunches. Oven-baked for extra flavor and crunch, this item has an outer crunchy coating and is available in honey wheat peanut and toasted sesame peanut.

"By naming the nut snacks TrueNorth, Frito-Lay hopes to inspire other people to find their own passion, their own 'true north'" says Ebert.

The TrueNorth brand is being supported by a fully integrated marketing campaign that includes print and television advertising, sampling and freestanding inserts.

TrueNorth nut snacks began rolling out in the first quarter of 2008 in three different snacking varieties for $3.29 per bag, and aimed to be available nationwide by the second quarter of 2008.

Bags vary in size and price, depending on the product, and are currently rolling out in chain drug stores and other mass market outlets nationwide.

In addition, club stores will carry a 24-ounce bag for a suggested retail price of $7.88.

"This launch is yet another step in Frito-Lay providing innovation in the area of health and wellness with efforts such as removing trans fat from our entire snack chips portfolio," says Ebert.