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...