Lay’s Readies Chef Tour
Frito-Lay has recruited personal chef Dave Lieberman for a supermarket tour touting sunflower oil.
The tour promotes Frito-Lay’s shift to sunflower oil for Lay’s and Ruffles potato chips. Frito-Lay started using the heart-healthy oil in May.
The Pure Joy tour begins Oct. 21, with stops scheduled in 20 markets over 14 weeks. Lieberman, who hosts Good Deal with Dave Lieberman on The Food Network, will host demos and chat with consumers about the benefits of cooking with sunflower oil.
At the events, Frito-Lay will distribute samples of Lay’s and Ruffles and a beanbag-toss game is rewarded with refrigerator-magnet frames. USM&P, Dallas, handles the tour for Plano, TX-based Frito-Lay.
Flagship brand Lay’s sales fell 2.5% to $748 million in food, drug and mass stores (excluding Wal-Mart) during the 52 weeks ended Sept. 10, according to Information Resources, Inc. But Baked Lays sales jumped 25.5% to $92 million, and Lay’s Kettle-Cooked rose 22% to $55 million, IRI said. (Flanker items Wavy Lay’s and Lay’s Stax were both down.) Ruffles fell 4.2% to $248 million, IRI reported. Sales for the $2.8 billion potato chip category were flat; Lay’s leads the category with a 27.2% share of dollar sales and a 28.4% share of volume sales.
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