Cheetos. Lay’s. Ruffles. Doritos.
These are the brands so familiar to nearly every American. They read off like a list of celebrities. They’re household words. And they instantly convey a flavor profile, an aroma, a signature texture—likely even childhood memories.
These iconic brands are all leaders. And they all come from one legendary company.
Frito-Lay has long led nearly every segment within the salty snacks category. And the snack giant from Plano, TX shows no sign of slowing down.
In fact, per data from IRI, Chicago, our trusted retail sales data partner for every regular issue of Snack Food & Wholesale Bakery, every one of these products saw notable to strong growth over the past year—particularly when you look at the amazing level of dollar sales some of these brands have achieved.
Traditional, old school Doritos is a $2.2 billion brand. Ditto for Lay’s, also coming in at $2.2 billion. Cheetos has hit $1.7 billion. Ruffles is now at $1.0 billion.
In a word: impressive.
But that’s not the end of the story. Once you review these brands in the aggregate, including all brand extensions, those revenue numbers climb significantly.
And what’s the most-notable aspect of this amazing story of snack brand growth?...
All of these are the traditional products. No low-sodium, oven-baked, clean-label reformulations going on here. These are the originals. And clearly, America still loves its tried-and-true, all-star salty snacks. They’re the flavors we fell in love with when we were young, and they still resonate today.
Sure, Frito-Lay is advancing its clean-label and better-for-you brands—often with fantastic results. But that’s incremental growth, bringing shoppers into the fold who might not otherwise be in that part of the snack aisle.
The moral of the story is that traditional snacks are alive and well in today’s America. And an ongoing legacy of American snack ingenuity and success is something that we can all feel good about.