How Frito-Lay uses ‘co-creation’ to drive fast innovation

This report describes how Frito-Lay, PepsiCo’s salted snacks business, engages senior management with the needs of US shoppers and has re-engineered its NPD and innovation process to place consumers at the heart.

How Frito-Lay uses 'co-creation' to drive fast innovation

Geoffrey Precourt Warc

Extraordinary times often call for extraordinary measures. And, with a company culture that is "fast and furious", PepsiCo's Frito-Lay salted snacked business is overhauling its product innovation process to meet the needs of the times.

According to Pat Masker, Senior Director, consumer strategy and insight, at Frito-Lay, there are some 38,000 options in a grocery store. "That, alone, can be a little overwhelming." Complicating the challenge: "In the last five years, the amount of innovation [in food-related products] has doubled, but retailers are onto that trend and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands