As consumer habits and preferences evolve rapidly, even established companies like PepsiCo’s Frito-Lay division have had to adapt. Historically, while the snack giant behind Doritos and Fritos incorporated consumer feedback into its product development, the company typically reached out only a few times during the process, such as when evaluating potential flavor options or testing the final product. However, the swift pace of innovation and the ongoing demand for new flavor experiences have required the establishment of a deeper connection with consumers and more frequent engagement with those who buy its products. Nowadays, Frito-Lay actively invites consumers into its centers and solicits feedback on recipes and food from at least 1,000 individuals each week as part of its innovation efforts for both new and existing products.
“It’s more about placing the consumer at the center. We have a clearer understanding of their preferences because we’re in constant dialogue,” said Denise Lefebvre, senior vice president of R&D at PepsiCo Foods North America. “With continuous feedback throughout the development process, your risk profile likely decreases.” PepsiCo’s snack and food division fosters consumer connections even before a product is launched.
To initiate the development of a new offering, Frito-Lay employs a variety of tools. It uses artificial intelligence to identify trending keywords on social media, monitors both global and local trends, gathers feedback through an 800-number, and engages with shoppers in panels to understand their perceptions of the company’s brands and their expectations. The food company maintains regular communication with shoppers during the early stages of product development, when the snack is created and later refined based on their feedback. During peak development phases, it is common for the Texas-based division to interact with consumers every few days. In some instances, individuals are invited to Frito-Lay’s R&D facilities to collaborate directly with chefs and packaging engineers, while chefs frequently connect with consumers online to co-create recipes. “It’s always an ongoing process and iterative, rather than a one-off engagement,” Lefebvre noted. “That’s a significant shift from our previous approach.”
Such insights can be crucial in product design, especially considering that flavors like barbecue can have varying interpretations (such as the sweet versus savory ratio) or that different regions may boast their own specialties (like Carolina barbecue versus Korean). Besides utilizing its chefs, Frito-Lay often seeks the expertise of external cooks and supplier partners—such as those providing ingredients like spices and grains—to ensure that the CPG giant thoroughly understands its market segments.
As Frito-Lay explores new flavors, it maintains what it calls a “flavor vault.” This repository contains thousands of ideas, including those that didn’t succeed, flavors not yet ready for market, or those considered for other brands. Accessible to R&D teams worldwide, the flavor vault allows employees to discover what has been developed in various parts of the world that may also appeal to consumers in different regions. According to Lefebvre, flavor development is influenced by the brand identity. For instance, Doritos and Ruffles, which are popular at gatherings, are more likely to feature bolder flavors, whereas Lay’s, typically enjoyed with meals, is better suited for subtler flavor profiles to avoid overpowering food. Similarly, Quaker Oats focuses on breakfast staples, favoring traditional flavors like blueberry or peanut butter.
Lefebvre, a veteran of the CPG industry who previously spent six years at Cadbury before joining PepsiCo in 2006, expressed her surprise at the pace of change and innovation within the food sector. “Ten years ago, I would have claimed it couldn’t become more complex, but it has. I wouldn’t have predicted this, but it presents a thrilling opportunity,” she said. “I enjoy being at the forefront, experimenting and learning new things so we can truly deliver.” Additionally, as part of its commitment to health and wellness, the company has also begun to incorporate ingredients like calcium citrate into its products, enhancing both nutritional value and flavor profiles.