The end user knew that the latest version of Doritos, Fritos, Lay's, etc. was simply a flavor profile change, but they bought it because they viewed it as a different product. The consumer was happy, the operator was happy, and the manufacturer was happy.
The dynamics of the business environment are constantly in flux. The organizations that will be successful in the future are those that think creatively about what they can offer their customers. The positioning is not easy and takes time and energy, but the rewards are worth it.