Sam Brusco, Associate Editor01.30.17
Some called it “the crunch enjoyed around the world.”
In order to more adequately grasp consumer preferences, back in 2011 PepsiCo, owner of the Frito-Lay potato chip brand, conducted market research on what core customers—in this case, young men—wanted from their potato chips. Not surprisingly, the researchers discovered taste wasn’t the only important attribute; texture, aroma, and convenience also factored into the enjoyment of the snack. After a number of consumer surveys and undoubtedly delicious research with focus groups, it became clear that snackers desired a heartier chip. Believe it or not, that simple request turned out to be quite the engineering challenge. How could a hearty chip be designed while still retaining a thin composition?
Frito-Lay’s answer: give snackers a more “three-dimensional” eating experience by manufacturing chips with a more pronounced corrugated pattern—potentially, with ridges twice as deep as then-typical Ruffles chips. It made perfect sense; deeper ridges would surely produce a more resounding crunch and double each chip’s dip ca
In order to more adequately grasp consumer preferences, back in 2011 PepsiCo, owner of the Frito-Lay potato chip brand, conducted market research on what core customers—in this case, young men—wanted from their potato chips. Not surprisingly, the researchers discovered taste wasn’t the only important attribute; texture, aroma, and convenience also factored into the enjoyment of the snack. After a number of consumer surveys and undoubtedly delicious research with focus groups, it became clear that snackers desired a heartier chip. Believe it or not, that simple request turned out to be quite the engineering challenge. How could a hearty chip be designed while still retaining a thin composition?
Frito-Lay’s answer: give snackers a more “three-dimensional” eating experience by manufacturing chips with a more pronounced corrugated pattern—potentially, with ridges twice as deep as then-typical Ruffles chips. It made perfect sense; deeper ridges would surely produce a more resounding crunch and double each chip’s dip ca
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