June 23, 2012
Frito-Lay is planning to target the so-called 1 percent of America through a new high-end snack line aimed at so-called "value" customers. The reason behind the marketing strategy is that middle-class consumers are starting to reach for nuts, dried fruits and whole-grain snacks to satisfy their junk food cravings, resulting in sales declines. Interestingly, though, the premium salty snack market has grown about 7 percent.
The PepsiCo company has certainly taken a step back from its middle-class marketing; last year, the brand sold South Park's cheesy poofs to capture a more youthful demographic.
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