Half of Frito Lay's products are now made from all-natural ingredients, including LAY'S® Potato Chips, TOSTITOS® Tortilla Chips and SUNCHIPS® Multigrain Snacks.
My friends at Schneider Associates, well known for their Most Memborable New Product Launches will be working with me to create a series of articles on creative product launches. I spent time with Julie Hall taking a deep dive into the Frito Lay All Natural Chips Product Launch. Will this be a Memorable Product Launch? Time will tell.
Capitlizing on the "healthier for you trends" burgeoning in today's food market, Frito Lay is taking the bold move to make segments of their snack line more health and wellness focued. Snacks are a tough balance for a brand; the consumer is buying them first for the taste and flavor indulgence and probably will not give those up in exchange for healthy. Snacks are viewed as an Affordable Indulgence. So Frito Lay had to create better for you products made with all natural ingredients, no artificial or synthetic ingredients, artificial flavors or artificial preservatives, or MSG, yet still have the great taste consumers expect from Frito-Lay. That is a tall order. Ann Mukherjee, senior vice president and chief marketing officer, Frito-Lay stated two imperatives for the all natural lines: great taste AND real food ingredients. Real food is what many brands have forgotten so it this is a trend to watch for other food brands.
Let's learn from Frito Lay on how to launch a food product.
More than six dozen varieties of Frito-Lay products will be made with all natural ingredients including all the flavors of Lay's® potato chips, Tostitos® tortilla chips, SunChips® multigrain snacks, Baked! snacks, and Rold Gold® pretzels by the end of 2011. For example their salt and vinegar chip uses real vinegar instead of an artificial flavor." Tim Fink, director of research and development, said "I think the consumers are looking for something that just makes them feel better about what they're eating".
Rather than referencing exotic scientific terms, Frito-Lay calls their professionals seasoning professionals who work at the Frito-Lay Flavor Kitchen™. A great way to connect with their customers on an emotional level without overly emphasising better for you and health and wellness.
Besides "naturals" they are turning their "naturals" into regionally-inspired flavors, such as Tangy Carolina BBQ and Garden Tomato & Basil.
Their new product launch of their Frito Lay Naturals are available at retailers nationwide with more products launching throughout 2011. The reformulated products will be easily identifiable in stores with a stamp on package that calls out that the product is made with all natural ingredients, with no MSG, artificial preservatives or artificial flavors.
They created a series of pages off of their main website , your health and natural delicious.
Television Advertising. National campaign launching January 1st during the Tostitos Fiesta Bowl and appearing on a range of network and cable channels will focus on the real employees behind the products made with natural ingredients, from the purchasing agents who buy ingredients, to culinary center chefs who inspire new products to quality experts that ensure products meet Frito-Lay's high standards.
Print Advertising . This will be highlighting the real food ingredients and culinary-based innovation process that are used to make Frito-Lay's products. The print campaign will include Quick Response (QR) codes that leverage scan technology to unlock additional content, including recipes and culinary webisodes. More on QR codes in a moment.
In-Store Promotions. In-store communications will focus on the easily identifiable stamp on the package stating it was made with all- natural ingredients
Digital Media. Frito-Lay is making an investment in emerging technology and marketing practices to support the program; embracing digital media in a way they never have before and utilizing the scale of mass media to drive digital and social engagement. And in 2011, Frito-Lay will use advertising and marketing to drive consumers to Facebook. Most of the advertisements - and for the first time ever, packaging - will list branded Facebook pages. Frito-Lay will claim the broadest portfolio of consumer products that include a Facebook URL on packaging to date.
Overall Messaging . Frito-Lay is highlighting their 'seed to shelf' story" which goes beyond Features and Benefits of their snacks. The position focuses on care and pride that goes into their our products, real ingredients and REAL peope in culinary development and quality control from "the Frito Kitchen delivered to your kitchen". Seed to shelf is just so easy for the consumer to embrace.
To effectively deliver this "real" message, they created commercials focusing on the real employees behind the products made with natural ingredients, from the purchasing agents who buy ingredients, to culinary center chefs who inspire new products to quality experts that ensure products meet Frito-Lay's high standards. Their Tostitos commercial features a real ingredient buyer walking the fields of several farms diligently insuring the ingredients are… well… real!. The commercial ends with a party scent with the ingredient buyer socializing with friends and family. All of their real commercials follow the same format with the Frito employee eating and enjoying the product they are responsible for. Check out all of the videos on the Official Frito Lay YouTube Channel.