How Frito-Lay is entering the world of "discovery brands"
Stephen WhitesideWarc
Five years ago, shoppers in the snacks aisle typically were presented with a handful of big brands hogging almost all the available space. Customers browsing the same shelves today, however, are rapidly becoming acquainted with a range of less-familiar names nestling alongside Cheetos, Lay's and Doritos.
This trend hasn't escaped the attention of Evan Shaver, senior director/strategy of Frito-Lay's Growth Ventures unit. "We've been tasked to find new, explosive areas of growth; the things that Doritos and Lay's and Tostitos and those brands aren't doing.
"As we've...