Frito-Lay Takes “Great Taste Snack Chip Know-How” to Create New Cracker Experience

March 12, 2008

Introducing New Lay’s Cracker Crisps and Cheetos Cracker Trax

PLANO, Texas - Frito-Lay today announced the launch of two new snacks – Lay’s Cracker Crisps and Cheetos Cracker Trax. The new snacks take the great taste people expect from the Lay’s and Cheetos brands to make delicious baked snack crackers. Lay’s Cracker Crisps and Cheetos Cracker Trax contain 0 grams of trans fat per serving.

Both Lay’s Cracker Crisps and Cheetos Cracker Trax single-serve packages are only 100 calories, and satisfy the guidelines established by the Alliance for a Healthier Generation for competitive foods sold to students in K-12 schools. The Alliance for a Healthier Generation is a joint initiative of the American Heart Association and the William J. Clinton Foundation. Both products carry PepsiCo’s Smart Spot logo, which identifies those products that meet the company’s nutrition criteria that are based upon authoritative statements from the Food and Drug Administration and the Institute of Medicine.

“With the launch of these two new products we bring well known, well loved brands to the cracker category,” said Ann Mukherjee, group vice president, marketing, Frito-Lay. “Not only are Lay’s Cracker Crisps and Cheetos Cracker Trax a nutritious snacking option, they bring taste innovation to this category.”

Lay’s Cracker Crisps is a light and irresistible tasting oven-baked crisp that comes in three flavor varieties – Delightfully Crispy Original, Smooth Cheddar and Zesty Herb & Parmesan. Lay’s Cracker Crisps is available nationally in 9 1/2 oz. re-closable packages priced at $3.49. Cheetos Cracker Trax is a paw-shaped baked snack cracker that comes in two “Dangerously Cheesy” delicious flavor varieties – Cheesy Cheddar and Spicy Cheddar – and is also available nationally in a re-closeable package at $3.49 (12 oz).

Lay’s Cracker Crisps and Cheetos Cracker Trax will be supported with in-store point of sale displays and limited sampling events. A national coupon effort and television advertising campaign will also support the products’ launch.

Frito-Lay North America is the $11 billion convenient foods division of PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.