Reaching out to Hispanic Consumers

Over the last 15 years I've worked on two projects to develop products that would appeal to Hispanics living in the U.S -- and both failed.  You'd think we'd have been successful, since part of Frito-Lay's heritage is rooted in Mexican culture and cuisine. Being a persistent company, we're trying again, and I believe this time we got it right -- because this time we took more steps to make sure we better understand our consumers and their snacking preferences.

Our co-founder, Elmer Doolin, invented Fritos Corn Chips in San Antonio in 1932 by adapting an old Mexican recipe, using the same ingredients we use today.  Since 1932 and the merging of the Frito company with the H.W. Lay company, we’ve added other products inspired by foods in Mexico under the Frito-Lay name, such as Tostitos Tortilla Chips and salsa and Flamin’ Hot Cheetos.

Our approach to developing Hispanic-inspired flavors is different today from in the past, as we have guidance and input from our Adelante employee network –- a multicultural Latino/Hispanic professional organization that seeks to help develop a diverse, inclusive culture at PepsiCo.  Adelante helped lead the flavor innovation  for our new Hispanic-themed product line, launching this month.

"Adelante convinced Frito-Lay management that we needed authentic flavors and snacks that appeal specifically to Hispanic consumers, the most rapidly growing population in the United States," says Marissa Solis, who was president of Adelente last year and is a manager in our Marketing department. “In 2010, there will be close to 50 million Hispanics in the U.S., with almost 2 million new consumers added every year.”

Marissa adds, "To develop the new flavors and the advertising and marketing programs to support them, several of us in Adelante gathered input from our relatives who recently moved to the U.S. from Mexico.  It gave us real-world insights that are difficult to identify through conventional research approaches."

Based on the authentic input that Marissa describes, Adelante, along with Frito-Lay’s Marketing and Research & Development teams, created six new snacks, available in two sizes ($.99 and $1.99), primarily in California, Arizona, New Mexico, Colorado, Texas and Chicago.  The flavors are: Sabritas Chile Piquin and Habanero Limon potato chips, Doritos Toro Habanero and Diablo Enchilado tortilla chips and Cheetos Chile Limon and Salsa Roja cheese curls.  

And, we didn’t stop with product development.  We also gained feedback and advice from customers including 7-11, Valero and Circle K on how best to merchandise the new flavors in-store.

I think the line-up will prove successful. We’re bringing the Sabritas trademark, PepsiCo’s leading chip brand in Mexico, to the U.S., and the two Doritos flavors are authentic, well-known flavors in Mexico.  Most importantly, we approached the process the right way -- starting with the Hispanic consumer and involving our customers.  I've tried the new products, and while they target Hispanics, they taste great to my Midwestern taste buds. What are your favorite Hispanic products or flavors?

Comments

[Ashley Stewart]

My comment is not really specifically about reaching Hispanic consumers but I wanted to tell you about one consumer and his family who you have reached in a big way. My three year old nephew Ben was recently diagnosed with a brain tumour. Within a week of diagnoses he had to have a major brain surgery and it was confirmed that his tumour was cancerous. That was a little over a month ago. Since then Ben has had many complications. The fluid in his head is not draining properly and he has had to have two more surgeries because of that. And now the Dr.'s found a blood clot in his brain. In the beginning Ben had an above average appetite now he is barely eating and about a week ago they had to put him on a feeding tube. Most mothers try to keep their children from eating nothing but potato chips but his mom is exstatic when he eats at all. For the past several days he as been eating almost nothing but whats in his feeding tube and funyuns. His mom has been buying all of them out of the vending machince at the hospital. When we went to see him today he was awake and we promised him a giant bag of funyuns. He laughed and we joked with him. You dont know what it means for a family in this kind of situation to have something like this to be able to laugh about. Please dont ever stop making funyuns

[qthush]

I have been enjoying "Frito Lay's" snacks for many years!!! Thank you . But I have to tell you you are voting on the wrong names for your mystery Doritos!!! I'm telling you for sure the right name is BOCA FESTIVA!!! Try it ...it's a sue winner!!! and yeah keep up the good work!!!

[Kristin H]

Re: qthush; I love your enthusiasm! Thanks for sharing your thoughts and keep on enjoying our snacks!

[Diane]

I think that Flamin Hot Dorritos were better!!!! no matter how many flavor you make no other spicy dorritos will ever taste as good as those!!!

[Janette]

Can anyone tell me what happened to Doritos Fiery HABANEROS...?

Those were my favorites....

Please, bring HABANEROS back... :-(

[Julio]

Excellent model in marketing strategy. After trying Diablo Enchilado tortilla chips the first time, I became hooked. However, I am rather bummed that Frito-Lay isn't selling those chips in my new town of Philadelphia

[Frank]

I WHAT FLAMIN HOTS DORTIOS BACK PLEASE!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

[David]

I don't eat many chips. However, once I found the Fiery Habanero chips, I was an instant fan and I made sure we purchased them on all of our trips to the grocery store. I'm greatly disappointed that they were taken off the market.
It looks like the Toro Habanero is the replacement, but I don't know where I can find these. Are they available in Atlanta? What stores carry them?

[Kristin H]

Hi, David. Thanks for your comment. You can find where to buy our snacks at stores near you from our Web site's product locator tool: http://www.fritolay.com/our-snacks/where-to-buy.html

Happy Snacking!

[Ann Hertzing]

how about carrying sabritas japoneses (cacahuates)in pueblo colorado.