GET SNACKING: Tostitos and Ruffles Add 20% More Chips Amid Price Surge Concerns
According to The Sun, Potato chip enthusiasts can soon look forward to a long-standing issue being resolved, thanks to Tostitos and Ruffles, both owned by PepsiCo. This week, the company confirmed exciting changes for chip lovers.
More Chips in Every Bag
Starting this fall, PepsiCo will enhance its chip offerings by adding extra chips to select bags. This decision comes in response to numerous complaints about inadequate fill levels in chip bags. According to a spokesperson for PepsiCo, both Tostitos and Ruffles will feature “bonus” bags containing approximately 20% more chips at the same price as standard bags.
In addition to the larger bags, the brands will also introduce two smaller bags in their variety packs, increasing the total count from 16 to 18. Importantly, the pricing will remain unchanged, but this extra chip deal will only be available at select retailers.
PepsiCo CEO Ramon Laguarta highlighted that this change is perfectly timed with the upcoming football season, a time when gatherings are common. “It’s the football season. There’s a lot of gatherings,” he mentioned during a recent earnings call.
The Shrinkflation Complaint
Complaints regarding fewer chips in bags have persisted for years, often attributed to shrinkflation—an economic term describing the practice of reducing the size or quantity of a product while maintaining the same price. Consumer protection lawyer Edgar Dworsky, founder of Consumer World, conducted a study in 2021 that revealed significant reductions in chip bag sizes.
Shocking Findings from the Study
Dworsky’s research showed that Tostitos’ Hint of Guacamole chips decreased from 12 ounces to 11 ounces, and the Hint of Lime flavor fell from 13 ounces to 11 ounces. Additionally, the Ruffles Sour Cream & Onion bag had quietly decreased by half an ounce back in 2013. Dworsky expressed relief over PepsiCo’s recent decision to add more chips, stating, “It’s about time. Chip lovers have suffered through years of downsizing.”
Snack Purchases Decline Amid Rising Costs
In light of rising inflation rates and the overall cost of living, American shoppers have been purchasing fewer snacks. Many consumers have either cut back on snack purchases entirely or have opted for more affordable private-label chips. Recent data from Bank of America indicated that overall snack sales in the United States fell by 0.5% in the latest fiscal quarter compared to the previous year, while PepsiCo’s snack sales dipped even more sharply by 1%.
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Furthermore, the Bureau of Labor Statistics reported that the average price of a bag of potato chips rose to $6.46 last month, up from $5.02 in the same period in 2020, marking a $1.44 increase.
PepsiCo’s Strategic Move
Earlier this month, PepsiCo announced another significant development in its snack portfolio: the acquisition of Siete Foods, a celebrity-backed brand known for its tortilla chips, taco shells, seasoning, and salsa. This deal, valued at $1.2 billion, is expected to close by mid-2025 and reflects PepsiCo’s commitment to expanding its range of nutritious products.
Laguarta noted in a press release, “We look forward to expanding our multicultural portfolio with these incredible products and even more consumers discovering and enjoying Siete.” This acquisition, along with the bonus bags, positions PepsiCo as a more competitive player in the snack food market while addressing consumer concerns.
