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AMERICA'S LEADING SNACK COMPANY INTRODUCES 'NEW AGE' CHIP AIMED AT UNSEATING TRADITIONAL NO. 1 SNACK -- POTATO CHIPS

 AMERICA'S LEADING SNACK COMPANY INTRODUCES 'NEW AGE' CHIP
 AIMED AT UNSEATING TRADITIONAL NO. 1 SNACK -- POTATO CHIPS
 DORITOS TORTILLA THINS, FRITO-LAY'S NEW CHIP OF THE '90S,
 TO TEST IN TULSA AND OMAHA
 PLANO, Texas, Sept. 2 /PRNewswire/ -- Frito-Lay, Inc. today announced it will introduce Doritos Brand Tortilla Thins, a "new age" thin tortilla chip that the company predicted will drive tortilla chips to unseat consumers' traditional number one salty snack, potato chips.
 "Doritos Tortilla Thins will re-define Americans' snacking habits," said Roger A. Enrico, Chairman of PepsiCo Worldwide Foods, which includes Frito-Lay, Inc. "More consumers, especially baby-boomers, are reaching past the potato chip bag for tortilla chips, which offer a lighter-tasting, more wholesome flavor."
 Although the potato chip is still the acknowledged snack chip leader, with Frito-Lay's own Ruffles and Lay's brands leading the pack as the country's two


top-selling potato chip brands, tortilla chips have been the fastest growing chip since 1989. At its current growth rate and fueled by Doritos Tortilla Thins, the company forecasts that the tortilla chip will replace the potato chip as Americans' snack of choice by the year 2000.
 Doritos Lightly Salted Tortilla Thins deliver what contemporary snack tastes are demanding -- a stone-ground white corn tortilla chip that's as thin and crispy as a potato chip but with less sodium and 30 percent less fat. Billed as the world's thinnest tortilla chip, Doritos Tortilla Thins are made for "out-of-the-bag snackability" at one-third less thickness than conventional tortilla chips, which are typically eaten with dips and salsa.
 In addition to Lightly Salted, Doritos Tortilla Thins will also be available in Salsa'n Cheese flavor. Both versions will begin testing in Tulsa and Omaha next week and will be packaged in clear bags that are displayed immediately adjacent to potato chips on store shelves. The tests will initially be supported with in-store promotional activity and sampling at retail stores and special events throughout both cities. Doritos Tortilla Thins television ads are also being created with Doritos' agency-of-record BBDO, Inc. in New York and will be launched later this year.
 "We're confident Doritos Tortilla Thins is an idea right for its time, just as the original Doritos Tortilla Chip was when it was launched in Tulsa 25 years ago -- even though most people didn't even know what a tortilla chip was at the time," said Enrico. "Yet the Doritos brand went on to become the best-selling chip in America and is now over a billion-dollar-a-year business."
 The tortilla chip category's share of the snack market has expanded by more than two points in the last three years, while potato chips' share dropped nearly four points during the same period. Tortilla chips already outsell potato chips in parts of the country, including the western and southwestern regions.
 In 1991, consumers crunched over a billion pounds of tortilla chips to grow the category almost seven percent and generate more than $2.5 billion in retail sales. Potato chip sales grew just over one percent last year, as Americans consumed a billion-and-a-half pounds for sales of over $4 billion.
 The concept of an entirely new, potato chip-thin tortilla chip started over a year ago and included more than a dozen formulations before Doritos Tortilla Thins was finalized. The greatest challenge was producing the thin chip, which required revolutionary development of existing chip-making technology to provide unprecedented manufacturing precision.
 -0- 9/2/92
 /CONTACT: Tod MacKenzie or Lynn Markley of Frito-Lay, 214-334-2557 or 214-334-2404/ CO: Frito-Lay, Inc. ST: Texas, Oklahoma, Nebraska IN: FOD SU: PDT


GK -- NY019 -- 5801 09/02/92 09:46 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Sep 2, 1992
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