Frito-Lay Expands Direct-to-Consumer Shopping

Dec. 14, 2020

Frito-Lay launched a "Make Your Own" variety pack on, addressing consumer demand for convenience and customization. The company launched the D2C site earlier this year, suggesting that brands are increasing direct channels to consumers due to COVID-19, a trend that operators should be aware of.  

PLANO, Texas, Dec. 10, 2020 /PRNewswire/ -- Snack fans have asked for more customization for years and Frito-Lay is responding in a big way. Frito-Lay today announced a new way for shoppers to customize their own Frito-Lay Variety Pack (FLVP) to fit the snacking needs of their household via a new feature on its direct-to-consumer website,

This new offering marries the convenience of online shopping, as shopping for snacks online has grown over 100 percent year-over-year, with the customizable variety consumers are seeking. The latest Frito-Lay U.S. Snack Index1 found that two out of three Americans would be more likely to purchase a variety pack of snacks if they had the ability to customize it.

"Since we launched earlier this year, we've seen it resonate with consumers, and our team has uncovered insights to continue giving our consumers more of what they want," said Michael Lindsey, Chief Transformation and Strategy Officer, Frito-Lay North America. "Our ability to own the end-to-end value chain enables us to deliver customized offerings like 'Make Your Own Variety Pack' to create a more personalized snacking experience."

This option is now available in 24 states located in the Eastern U.S., in addition to Arkansas, Louisiana and Texas, which is the first step of a multi-phase rollout to bring this level of customization to consumers nationwide by early 2021.

Recent data from the U.S. Snack Index survey, paired with Frito-Lay eCommerce data and market trends, revealed consumers have an increased demand for convenience, including online options to purchase their favorite snacks.

  • Shopping online is around for the long haul: While we know shopping at retail stores will never go away, more than four in five (85 percent) say they plan to shop online going forward.
  • The convenience of eCommerce is proven: Once consumers try an online option, approximately half enjoyed the convenience of buying snacks online.
  • Variety leads the pack: With approximately 42 percent of adults working from home full time and millions of children attending school virtually, variety is a key purchase driver when it comes to choosing what snacks to stock up on. Frito-Lay Variety Pack has seen significant growth in 2020 with a 12 percent sales increase since March.
  • More consumers consider ordering direct from manufacturers for holiday shopping: While just five percent of Americans reported ordering holiday groceries directly from a manufacturer in 2019, 31 percent said they would likely do so in 2020.

"Our fans have asked for a way to make their own Frito-Lay Variety Pack for years, and we are thrilled to be able to provide them with this option on," said Rachel Ferdinando, senior vice president and chief marketing officer, Frito-Lay North America. "During such a time when the world needs joy now more than ever, we are continuing to listen to our consumers and find new ways to create more smiles."

Consumers can purchase more than 100 Frito-Lay products, including brands such as Lay's, Tostitos, Cheetos, Ruffles, Stacy's, and SunChips, as well as dips, crackers, nuts and more from Additionally, for this holiday season, Frito-Lay launched a Holiday Shop, where fans can purchase an assortment of snack-themed gifts, product bundles and apparel.

Since its launch, has served as a testing ground offering new insights into what consumers are looking for in snacks. The site features updated search functionality, improved navigation and design, enabling a more intuitive and user-friendly shopping experience. 

For more information, visit: or

1Survey MethodologyThis poll was conducted by Morning Consult between October 16-18 among a national sample of 2,200 Adults nationally, 500 adults in Chicago, Dallas, New York City, and Miami, as well as 400 adults in San Francisco. The interviews were conducted online, and the national data were weighted to approximate a target sample of Adults based on age, educational attainment, gender, race, and region. Results from the full survey have a margin of error of plus or minus 2 percentage points.

About Frito-Lay North AmericaFrito-Lay North America is the $17 billion convenient foods division of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at the corporate website, and on Twitter

About PepsiCoPepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $67 billion in net revenue in 2019, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. "Winning with Purpose" reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business.  For more information, visit


Snacks, salted snacks, bars

Frito-Lay Focuses On ‘High End’ Snacks

June 14, 2012
Frito-Lay, a unit of PepsiCo Inc., is building a “company within a company” to pursue what might be called a 1 percent-99 percent strategy.