Finding Your TrueNorth in the Snack Aisle

June 19, 2008

New Frito-Lay Brand ‘Points’ Consumers to a New Nut Experience

PLANO, Texas - PepsiCo’s Frito-Lay business unit, the snack chip leader, is focusing its snack expertise and passion for innovation to break new ground in the nut aisle with TrueNorth, a contemporary line of 100 percent natural, great tasting nut snacks that are a good source of protein. By elevating the “simple nut” into three unique nut snacks – nut clusters, nut crisps and nut crunches – each TrueNorth variety offers consumers a different snacking experience fit for a wide range of occasions.

“While consumer demand for the nut category continues to be positive, the options have been limited and uninspiring,” said Regan Ebert, Vice President, General Manager, Frito-Lay North America. “TrueNorth creates nut snacking options that range from reinventing the traditional to new twists that feature nuts as a crisp, which is reminiscent of a cracker.”

TrueNorth offers a surprisingly delicious and wholesome snack to satisfy adventurous consumers with a mindful approach to life and wellness. TrueNorth is currently available in three distinctly different varieties, including:

  • TrueNorth Nut Clusters: Packed with freshly roasted nuts in a crunchy cluster form, TrueNorth clusters deliver a break from the traditional nut experience by combining the nuts with an unexpected hint of sweetness. Available in roasted peanut, toasted almond or pecan-almond-peanut.

  • TrueNorth Nut Crisps: A unique snacking experience, TrueNorth crisps are made from either roasted peanuts, toasted almonds or pistachios along with other 100 percent natural ingredients that are baked together to create a crispy cracker-like texture packed with nut flavor.

  • TrueNorth Nut Crunches: Oven-baked for extra flavor and crunch, TrueNorth crunches reinvent traditional nut snacks by applying a delicious outer crunchy coating. Available in honey wheat peanut and toasted sesame peanut.

    In the process of creating a variety of new nut snacks, the TrueNorth brand team found its all-consuming passion - its one "true north." By naming the nut snacks TrueNorth, Frito-Lay hopes to celebrate its passion for nuts and inspire other people to find their own true north.

    The TrueNorth brand will be supported by a fully-integrated marketing campaign that includes print and TV advertising, sampling and free standing inserts. Strawberry Frog is the advertising agency developing creative for the campaign, while OMD is handling media buys. The branding was developed in conjunction with Wolff-Ollins.

    TrueNorth nut snacks began rolling out in the first quarter of 2008 in three different snacking varieties for $3.29 per bag, and will be available nationwide by the second quarter of 2008. Bags vary in size and price depending on the product. Club stores will carry a 24 oz size bag for $7.88. For more information on TrueNorth, visit

    Frito-Lay continues to provide leadership and innovation in the area of health and wellness with efforts such as removing trans fat from its entire snack chips portfolio and cooking its chips in all-natural oils like sunflower and corn oils.

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