Flat Earth Fruit Crisps and Veggie Crisps Make What Some Believed Impossible, Possible

February 16, 2007

Frito-Lay’s Newest Brand Combines Great Taste with the Goodness of Real Fruits and Vegetables


PLANO, Texas – Flat Earth is making the impossible, possible by combining great taste and nutrition in a fruit crisp and vegetable crisp snack. Each one ounce serving of the new “Impossibly Good” Flat Earth crisps contain a ½ serving of fruits or vegetables. Frito-Lay’s Flat Earth fruit crisps and vegetable crisps are now available nationally.

”Frito-Lay wrote the book on great tasting snacks, so we used that expertise to do what some people thought was impossible,” said Tess Zbuchalski, vice president, Health & Wellness Innovation Marketing, Frito-Lay North America. “Flat Earth is a breakthrough snack that tastes great and has positive nutritional benefits.”

Why Flat Earth? People once believed the world was flat. That is until someone set course to prove otherwise. At Frito-Lay, a group of dedicated women believed they too could change conventional thinking by creating convenient, great-tasting snack crisps made with real fruits and vegetables. This idea of making the impossible, possible led to the development of the new brand Flat Earth, and the brand’s whimsical icon – the Flying Pig. The Flat Earth Flying Pig is a fitting symbol for a snack that was once thought impossible (“When pigs fly”).

Flat Earth fruit crisps and veggie crisps are available in six delicious flavors: Farmland Cheddar; Garlic & Herb Field; Tangy Tomato Ranch; Wild Berry Patch; Apple Cinnamon Grove; and Peach Mango Paradise and retail for $2.99 (6 oz.). The launch of Flat Earth will be supported by a fully-integrated marketing program that includes print advertising, web presence and sampling.

“Flat Earth is an innovative snack product that builds on and expands Frito-Lay’s health and wellness portfolio,” said Joe Ennen, vice president of Innovation, Frito-Lay North America. “Today’s consumer demand for healthier options was our call to action to develop the unique brand of Flat Earth baked snacks.”

The launch of Flat Earth is part of Frito-Lay’s ongoing commitment to health and wellness. Frito-Lay continues to provide leadership and innovation in this area with efforts such as eliminating trans fat from its entire snack chips portfolio and cooking products in healthier oils like sunflower and corn oils.

Frito-Lay North America is the $10 billion branded snacks division of PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo divisions include PepsiCo Beverages North America, Quaker Foods North America and PepsiCo International.