How Snacks.com Is Showing Frito-Lay What Shoppers Actually Want

Additional revenue is nice, but it's not the point


Delaney, a 24-year-old woman living in Texas, hadn’t heard about Frito-Lay’s direct-to-consumer platform Snacks.com until her brother’s girlfriend told her about it last Christmas. Interested, she visited the site and purchased a variety pack containing her choice of the company’s potato chips, including Lay’s dill pickle, Lay’s salt and vinegar and Ruffles cheddar and sour cream.

“I always hate the variety bags you can buy at the grocery store because it’s full of ones you don’t like, so I was super excited,” said Delaney, who requested Adweek not publish her last name.

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