Role of Pringles & Lays inside companies portfolio

Roles of Pringles inside Diamond Portfolio

In 2011, Pringles snack business from Procter & Gamble merged with diamond food. It was a strategic fit because thanks to this purchase, Diamond becomes the first pure actor Global snack food company.

Pringles has a specific positioning inside chips market because he has a premium positioning inside US. Additionally, it’s iconic brand equity and the 2^nd global potato chips in the world.

Moreover, Pringles allow to diamonds to reach higher level of customers and and diversify retail customer.  In 2009, Pringles generated more than 2,356 Million of $.

About Marketing & brand support Pringles has a specific position because it expands current offering for snack consumers and constitutes complementary brand portfolio which creates greater scale and efficiency for consumer support.

On the one hand, Pringles enhances scale and leverage in purchasing and distribution. On the other hand, Pringles has the ability to leverage product, package and process technology and innovation.

Pringles has a good access to high growth developing market with more than 21,8% market share in Brazil and 9,7% in Russia. Expansion of Pringles will be successful thanks to strong relationships they develop with key distributors and strong flexibility to markets.

Innovative products, development, packaging and promotion give the opportunity to Pringles to lead on the premium snack market.

Lays inside Pepsico group:

 Roles of Lay's  inside Pepsico Portfolio

Frito‐Lay employs over 48,000 people and brings in over $13 billion in annual sales.

Brands account for nearly 62% of the U.S. salty snack category. Frito‐Lay products are exported to 79 countries around the globe, including military destinations. Lay’s is the 2^nd more profitable brand of Pepsico group.

Products sold under the Frito‐Lay name are now recorded by two PepsiCo divisions: Frito‐Lay North America (North American sales) and PepsiCo International.

Sabritas and Gamesa food businesses are headquartered in Mexico City, Mexico. The South America Foods business unit is headquartered in São Paulo, Brazil.

The largest Frito‐Lay facility under one roof is located in Perry. The site produces 250 million pounds of product and ships 64 million cases each year to service 18 states.

It can take as little as 24 hours for chips to be made from a whole potato – from farm to bag.  The highest quality potatoes are harvested from over 80 farms across America to make Lay’s Potato Chips.

Lay's has a specific positioning compared to Doritos, cheetos and sun chips.
In fact, Lay's has a premium positionning with a strong commitment in health and environment.
Main action for health are that Since 2003, Frito Lay discontinued the use of hydrogenated and partially hydrogenated oils in making our snack chips. All their chips contain 0 grams of trans fat per serving.
Since 2005, they’ve led the industry to reduce saturated fats in our snacks like Walkers crisps in the U.K. and Lay’s potato chips in key global markets by investing in the use of heart‐healthy oils such as sunflower, corn and soybean oils.
In the U.S., they’ve incorporated sunflower oil, which is very low in saturated fat, and reduced the saturated fat content by more than 50 percent in our Lay’s and Ruffles potato chips.
These commitment give them a specific positioning for their clients and added-value compared to their main competitors.
Gaelle Soussan






About environment, Lays are commited

In 2009, 14 Frito‐Lay manufacturing facilities disposed less than one percent of solid waste to landfill — the remaining 18 facilities will achieve nearly “zero landfill” by the end of 2011.

Almost every piece of waste generated at the more than 30 Frito‐Lay plants is reused or recycled.

Frito‐Lay reduced waste going to landfills by 70% from 2007 to 2010, with 42 million additional pounds of waste now being recycled every year.

Twenty million pounds of potato peelings and corn hulls are sent to livestock farms each year for use as feed.

PepsiCo was the first company to introduce a 100% compostable bag for its 10 1/2‐ ounce SunChips multigrain chips, which are made with renewable plant‐based materials.


From 2005‐2010, Frito‐Lay eliminated 150 square miles of packaging by reducing materials by 10 percent. Frito‐Lay consumes 150,000 tons less paperboard each year simply by reusing its shipping cartons up to six times. Once the cartons are no longer usable, they are recycled