Baked

We partnered with Frito-Lay to help Baked bring flavor to better for you with an innovative flavor strategy and pipeline.

Capabilities

Consumer Research

Platform Development

Ideation

Concept Development

Challenge

Frito-Lay’s Baked brand had started to lose relevance as the better-for-you chips segment continued to grow and diversity. The brand refreshed its positioning and was looking for an innovative flavor strategy to help activate the positioning and grow the brand.

Action Taken

DuPuis partnered with Frito-Lay to develop a Baked flavor strategy that reflects its refreshed positioning and brings excitement to the better-for-you snacking category. We conducted 1:1s with target consumers to test brand stretch and understand what consumers are looking for in BFY flavor, learning that consumers were craving the innovative flavors found in regular chips. Based on the brand and flavor insights unlocked, we developed innovation platforms and led a cross-functional, collaborative CampFire ideation session. We built consumer concepts and the brand quantitatively tested them to identify the flavors with the most potential. Finally, we crafted the flavor strategy roadmap and innovation pipeline with recommended 52-week and LTO flavors that deliver the exciting, delicious flavor healthy snackers are craving.