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Frito-Lay had a problem: women weren't walking down the snack aisle in the grocery store anymore.
Despite its lion's share of the salty snack market, shelves were being infiltrated by small competitors touting all-natural and locally grown ingredients–and ladies loved them. "We had a death-by-a-thousand-cuts scenario on our hands," says Kristin Colonna, OMD's group account director, who oversees innovative communications strategy for PepsiCo (Frito-Lay's parent company).
So Frito-Lay revamped its products in 2011, taking Lay's, Tostitos, and SunChips–60 percent of its portfolio–all natural.
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