Overview
- Lay's, Doritos, Cheetos, and Tostitos will carry lower suggested retail prices of up to 15% starting this week.
- Packaging will call out the new prices before the Super Bowl, though final shelf prices may differ because retailers set them.
- Tests last year indicated the lower price points lifted purchase frequency, with the CEO noting a 'pretty good' volume return.
- The pricing shift arrives alongside a Q4 beat, with revenue of $29.34 billion and core EPS of $2.26, after prior hikes softened snack volumes.
- The changes are part of a broader overhaul urged by Elliott Management, including roughly 20% fewer U.S. SKUs, recent plant closures and job cuts, plus health-oriented brand refreshes.