Chipping away: with audacious flavors and an ear toward its loyal customers, Herr's defends its turf against Frito-Lay.(Cover Story)

Food Processing, July, 2004

In the battle for the salty snack food aisle, Herr Foods Inc. would seem a likely casualty. Far bigger national foes--Anheuser-Busch and Keebler Foods among them--have succumbed to the onslaught of PepsiCo's snack powerhouse Frito-Lay. Procter & Gamble Co. is fending off a major attack on its Pringles business from Frito Lay's Stax. With its national foes defeated or on the defensive, Frito Lay announced earlier this year it's now setting its sights on regional players like Herr's.

But Daryl Thomas, director of marketing for Herr's, based in Nottingham, Pa., isn't losing sleep over Frito-Lay. With sales of around $200 million and "growth rates generally outpacing the category," he says, Herr's will stick to focusing on its consumers, trying to understanding...

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