Word: frito
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Dates: during 1990-1999
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Pope's visit to Mexico is sponsored by Frito-Lay, which issues chip packets with J.P.II's head...
Indeed, though the last major miracle food product, Procter & Gamble's olestra fat substitute, helped make Frito-Lay's Wow! chips the best-selling new product of 1998, concerns continue over olestra's possible digestive side effects. It's important to remember, says Horowitz, that problems often don't appear in new foods until a lot of pepole have eaten them for prolonged periods. But even if the fallout is minimal, "stuffing yourself with a food product that may lower cholesterol will not grant you optimum health," she says. The best medicine is still the one that most Americans...
Enrico is also enlisting a powerful ally in this campaign--Frito-Lay, the Dallas-based subsidiary that is to snacks what Coke is to sodas. Frito accounts for two-thirds of Pepsi's sales and profits, and it is one of the most efficient companies in the world at getting products to retail via its truck routes. In the past, Pepsi did little to leverage Frito's commanding position as America's premier snack company. Now it intends to use Frito's muscle as a wedge for all PepsiCo products...
...back offices of supermarkets and discount stores, Pepsi is waging another kind of war, pitching itself not just as a supplier but also as a partner in a highly competitive business. Combined, Pepsi, Frito-Lay and Tropicana account for $11 billion in retail sales at supermarkets--hefty numbers that Coke can't match. "We represent up to 13% of their profits," says PepsiCo's new senior vice president for sales and marketing, Al Carey. Last month Carey accompanied Enrico and the presidents of Pepsi, Frito and Tropicana on a historic first joint call on a major retailer to remind...
...Star Wars prequel The Phantom Menace. Pepsi will spend around $2 billion exercising its exclusive boasting rights to America's favorite slice of fantasyland. There will be collectible Pepsi cans emblazoned with Star Wars characters and gold "Yoda" cans of Mountain Dew, not to mention surprises in bags of Frito snacks...