Frito-Lay to Target the 1 Percent With High-End Snack Line
By: Marissa Brassfield
Published: June 23, 2012

Frito-Lay is planning to target the so-called 1 percent of America through a new high-end snack line aimed at so-called "value" customers. The reason behind the marketing strategy is that middle-class consumers are starting to reach for nuts, dried fruits and whole-grain snacks to satisfy their junk food cravings, resulting in sales declines. Interestingly, though, the premium salty snack market has grown about 7 percent.
The PepsiCo company has certainly taken a step back from its middle-class marketing; last year, the brand sold South Park's cheesy poofs to capture a more youthful demographic.