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Among the successful line extensions introduced in this period were Cool Ranch flavor Doritos and a low-fat version of Ruffles. In 1989 Frito-Lay acquired the Smartfood brand of cheddar-cheese popcorn, a regional brand it hoped to roll out nationwide. The company was also finding success in the international market, where profits were increasing 20 percent per year, revenues exceeded $500 million by the end of the decade, and Frito-Lay products were being sold in 20 countries.
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In early 1991, Roger A. Enrico was named to the top spot at Frito-Lay, after most recently serving as president of PepsiCo Worldwide Beverages. Enrico, a former Frito-Lay marketing vice-president, immediately set out to turn around the stumbling but still formidable snack giant. During 1991 the company eliminated 1,800--or about 60 percent--of its administrative and managerial jobs, creating a much more streamlined structure. Four of the company's 40 plants were closed or sold off, and more than 100 package sizes and brand varieties were dropped from what had become an unwieldy product portfolio. On the selling side, Frito-Lay created 22 sales/marketing offices to bring decision-making closer to retailers and consumers. To enhance the flavor of both chips, the company developed a new frying process and switched from soybean oil to cottonseed oil.
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Willard Korn served as president of Frito-Lay during the mid-1980s, a period coinciding with the company's relocation of its headquarters from Dallas to Plano, Texas, but more importantly with a spate of failed product introductions. In 1986 Frito-Lay rolled out a slew of new products, several in the nonsalty snack sector, including Toppels cheese-topped crackers, Rumbles crispy nuggets, and Stuffers dip-filled shells. The company also attempted to penetrate the growing market for kettle-cooked chips, a variety harder and crunchier than regular potato chips, with a brand called Kincaid. The barrage of new products was too much for Frito-Lay's 10,000-strong sales force to handle; products were lost on store shelves and all of the new brands were quickly killed. Korn resigned from his post in November 1986, with Jordan returning to Texas to head Frito-Lay once again. Under Jordan's leadership in the late 1980s, Frito-Lay focused on revitalizing its existing brands rather than developing new brands.
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All olestra products carried warning labels stating that they 'may cause abdominal cramping and loose stools.' Despite waves of negative publicity, the Wow! Line was the best-selling new consumer product of 1998, garnering a whopping $350 million in sales. Lay added manufacturing plants in Jacksonville, Florida; Jackson, Mississippi; Louisville, Kentucky; and Greensboro, North Carolina. Lay also built a new plant in Atlanta featuring a continuous potato chip production line, one of the first in the world. In 1944 the company began marketing potato chips under the Lay's name, with the Gardner's brand becoming a historical footnote. Lay became one of the first snack food concerns to advertise on television, with a campaign featuring the debut of Oscar, the Happy Potato, the company's first spokesperson.
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Williamson served as the first chairman and CEO of Frito-Lay, with Lay taking the position of president. In 1962 Lay took over as CEO, with Fladger F. Tannery becoming president; two years later, Lay added the chairmanship to his duties. In the midst of the Great Depression, the lack of job prospects spurred a number of young people to turn to entrepreneurship in order to get ahead. Among these were the founders of the two companies that would merge in 1961 to form Frito-Lay.
In 1946 another franchise was launched in Bethesda, Maryland, followed by a Hawaii-based franchise in 1947. The following year, Frito introduced Chee-tos brand Cheese Flavored Snacks, which gained immediate popularity. Meantime, the Fritos brand went national in 1949 when Doolin purchased color advertisements in several magazines, including Ladies' Home Journal, Better Homes and Gardens, and Life. Impressed with his five-cent snack, Doolin discovered that the manufacturer wished to return to Mexico and would sell his business for $100. Doolin borrowed the money from his mother, purchasing the recipe, 19 retail accounts, and production equipment consisting of an old, handheld potato ricer.
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The Frito Company continued to operate 11 plants, but its franchise operations had been reduced to six after the company bought out several franchisees. Doolin soon expanded to the family garage, and increased production by developing a press that operated more efficiently than the potato ricer. Within a year of his purchase of the business, Doolin moved the headquarters for the Frito Company from San Antonio to Dallas, the latter having distribution advantages.
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Initially setting up production in his mother's kitchen, Doolin spent his nights cooking Frito brand corn chips and sold them during the day from his Model T Ford. Early production capacity was ten pounds per day, with profits of about $2 per day on sales ranging from $8 to $10 per day. In the early 1980s, PepsiCo continued to grow its Frito-Lay brands in two ways—through international expansion and acquisition. Through a joint-venture with Walkers, a UK chip and snack manufacturing company, Frito-Lay increased its distribution presence in Europe.
Covering Venezuela, Chile, Colombia, Ecuador, Guatemala, Honduras, Panama, Peru, and El Salvador, the joint venture was designed to enable Frito-Lay to better penetrate the $3 billion salty snack sector in Latin America. Made with a fake fat called olestra developed by Procter & Gamble (ironically the maker of rival chip Pringles), the Wow! Products were controversial because of reports and studies that indicated that the chips could cause gastric distress.
With consumers preferring less salty snacks, the sodium content of the chips was also reduced. The new Lay's chips were introduced in 1992 through an ad campaign featuring the tag line, 'Too Good to Eat Just One! Frito-Lay also continued to roll out new products, including Wavy Lay's potato chips and Baked Tostitos (1993), Cooler Ranch flavor Doritos (1994), and Baked Lay's (1996). After establishing a research laboratory to develop new products in 1949, H.W. Lay expanded its product line during the 1950s to include barbecued potato chips, corn cheese snacks, fried pork skins, and a variety of nuts.
By the mid-1990s, as the snack food sector entered a slower growth period marked by heavy price competition, it became increasingly clear that Frito-Lay would remain the industry front-runner by a wide margin. The company increased its share of the salty snack market in the United States from 38 percent in the late 1980s to 55 percent by 1996. Competitive pressure from Frito-Lay led two of its fiercest rivals to wave the white flag. Borden sold most of its snack businesses in the mid-1990s as part of a massive restructuring.
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The company also expanded outside the Southeast and acquired a number of weaker competitors. Lay went public as a company with a workforce exceeding 1,000, manufacturing facilities in eight cities, and branches or warehouses in 13 cities. Revenues in 1957 stood at $16 million, making Herman Lay's company the largest maker of potato chips and snack foods in the United States. H.W. Lay had also gained fame for carefully developing and utilizing its sales routes. This "store-door" delivery system helped to increase revenues as the salespeople were able to "work" a particular sales territory more intensely. Lay had operations in 30 states, following the purchase of Rold Gold Foods, makers of Rold Gold Pretzels, from American Cone and Pretzel.
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In early 1941 Doolin expanded to the West Coast by opening a small manufacturing facility in Los Angeles. But sales quickly picked up again following the war's end, and by 1947 revenues exceeded $27 million. Lay & Company an exclusive franchise to manufacture and distribute Fritos in the Southeast. This marked the beginning of a close relationship between the two companies, and would eventually lead to their 1961 merger.
Lay gained from the Frito Company an exclusive franchise to manufacture and distribute Fritos corn chips in the Southeast. In 1983 Calloway shifted to the PepsiCo headquarters in Purchase, New York, to become the parent company's CFO (and eventually its chairman and CEO). Taking over as president of Frito-Lay was Michael Jordan, who held the position for two years before also heading to Purchase and eventually becoming PepsiCo president.
Ads showed the cartoon character robbing and scheming to get his beloved Fritos corn chips. The campaign quickly drew heavy criticism from Mexican American groups who alleged that it showed a prejudice against Mexican Americans and perpetuated a stereotype. Responding to the protests, radio and television stations in California began pulling Frito Bandito spots off the air. There are 28 fully electric vehicles that will come and go from the depot near Westinghouse Boulevard, and you’ll be able to see them when they drop off fresh snacks at retail stores, gas stations, and other locations.
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