Dive Brief:
-
PepsiCo is bringing three varieties of potato chips to the U.S. from its Australian snack brand, Red Rock Deli, according to the company. The varieties are Himalayan Pink Salt, Red Curry Coconut, and Lime & Cracked Pepper. They will be available this spring online and in select retail outlets.
-
The chips are made from rough-cut potatoes, which are cooked in 100% sunflower oil and seasoned, the company said. The products are Non-GMO Project-verified and have no artificial flavors or colors.
-
"Red Rock Deli is a brand that is rooted in a philosophy of unique and elevated flavor experiences," Stuart Beck, senior marketing director for Frito-Lay North America, said in a statement. "We saw an opportunity to bring this distinctly different snacking experience to the cities here in the U.S. that are always hungry for new culinary trends and elevated snacks."
Dive Insight:
As more people snack and eat on the go, it makes sense for PepsiCo and other companies to boost their presence in this space. For PepsiCo, it's a smart move because it's already familiar with the brand in Australia and could use some of its prior expertise and current dominance in its Frito-Lay division to roll it out in the U.S. The company also has the distribution connections and partnerships with retailers that will give it an immediate advantage.
Another Big Food company bringing products to the U.S. from within its portfolio that started overseas is Mondelez' belVita, a better-for-you breakfast biscuit from France that has done well in the U.S. Post Holdings could conceivably do the same with its whole-grain Weetabix cereal, which the CPG giant bought from a Chinese company last year. However, not all products do well in all countries, and Weetabix is reportedly much more popular in the U.K. than in Asia.
While PepsiCo has its own Frito-Lay snack products — including Fritos corn chips, Cheetos, Doritos and Tostitos — it's a wise move to mix things up with something new. The beverage and snacks giant's Red Rock Deli brand also has premium flavors and interesting ingredients.
The Australian connection also could lure Americans to the brand and help it stand out in a crowded snacks space. In addition, the flavor profiles are trendy, and the absence of GMOs, artificial flavors and colors are exactly what today's health-conscious, adventurous consumer is looking for.
Snacks fitting that description show no signs of slowing down, and companies importing them are seeing benefits on the bottom line. Other food manufacturers are no doubt watching this trend and may make similar marketing and distribution moves if things go well for their competitors.