PepsiCo reports that sales for its global "Banner Sun" potato chip portfolio, anchored by Lay's, now exceed $10 billion annually.
The "Banner Sun" logo appears on packaging for PepsiCo potato chip brands including Lay's, Walkers, Smith's and Sabritas.
Lay's is the world's largest food brand, period--as well as the #1 global potato chip brand, according to PepsiCo.
Sixty percent of "Banner Sun" sales now come from outside North America. The top 10 markets are the U.S., U.K., Russia, Canada, Spain, Australia, China, Mexico, Netherlands and India.
Innovative marketing has been one key factor in the growth, says PepsiCo, citing its "Do Us a Flavour" campaign -- originally launched in the U.K. in 2008 -- which made the company one of the first to "co-create" new products with consumers by using traditional and social media to invite them to submit their ideas for new potato chip flavors. That campaign has since been launched in 30 countries.
Other keys to growth: using culinary insights to tailor chip varieties to the tastes of consumers in specific geographic markets; working with local agricultural sources to ensure supplies of high-quality potatoes; and PepsiCo's powerful, global go-to-market distribution system, reports the company.