Frito-Lay Introduces New Lay's Stax Potato Crisps

August 14, 2003



PLANO, Texas – Starting next week, Frito-Lay begins rolling out Lay's Stax, potato crisps stacked in a portable, resealable, crush-resistant container with an irresistible taste people have come to expect from the Lay's brand. Full nationwide distribution expected by the end of August.

“Lay's Stax potato crisps offer the great taste that consumers expect from Lay's, America's favorite potato chip,” says Stephen Quinn, chief marketing officer, Frito-Lay. “Its convenient packaging also expands the Lay's brand's already broad appeal to a new audience.”

Lay's Stax crisps are a fun, neat-to-eat snack that is convenient to throw in your bag when on the go or to enjoy at home – and their unique shape makes them great for dipping. The crunchy crisps in the easy to grip upright canister combines innovative packaging, the powerful appeal of the Lay's brand and Frito-Lay's powerful DSD system.

“Our superior frontline sales force will be placing Lay's Stax potato crisps on store shelves across the nation,” said Tom Greco, senior vice president, sales, Frito-Lay North America. “This means consumers will have an unmatched snack experience available on a daily basis.”

Lay's Stax crisps will be available on store shelves nationwide in four flavors Original, Sour Cream & Onion, Barbecue and Cheddar, with Original in 6 oz. and the flavors in 5 3/4 oz. canisters. Lay's Stax potato crisps is another Frito-Lay offering with zero grams of trans fat.

“Lay's Stax proprietary package provides better breakage protection,” said Rocco Papalia, senior vice president, Research & Development, Frito-Lay North America. “By offering a brand new snack experience from Frito-Lay -- great tasting crisps in a uniquely convenient canister – we've given consumers more reasons to enjoy our snacks.”

Lay's Stax crisps will be supported by a fully integrated launch program including print and television advertising as well as coupon inserts, product sampling and in-store merchandising. The television advertising will feature Dana Carvey as different characters in an entertaining commercial showing how creative you can get with a “deck” of Lay's Stax potato crisps. The :30 spot, created by longtime ad agency BBDO New York, is set to break on September 21, 2003 during the Emmy Awards.

Frito-Lay is the convenient fun foods division of PepsiCo, Inc., which is headquartered in Purchase, NY. Frito-Lay makes and sells some of America's favorite snack brands including Lay's potato chips, Ruffles potato chips, Doritos tortilla chips, Tostitos tortilla chips and Cheetos cheese-flavored snacks. The company also offers a wide variety of low-fat, reduced fat and no-fat snacks like Baked Doritos, Baked Lay's, Baked Ruffles, Baked Tostitos, Ruffles Reduced Fat and its Natural line, WOW! line, and Rold Gold pretzels. The company also makes and sells Cracker Jack snacks, Quaker Chewy granola bars, Quaker Fruit and Oatmeal bars, Gatorade energy bars and Quakes rice snacks.