Before you bet all your chips…a look at Frito-Lay’s packaging case

Without a doubt, packaging plays a critical role in how a company positions itself in the marketplace and ultimately determines how they’re perceived by consumers.   Global environmental issues are quite often examined by the media and companies are now finding themselves competing to offer green and sustainable consumer packaging to maintain and grow their market share.

It comes as no surprise that a reputable, well known company such as Frito-Lay would seize this opportunity to market their SunChips Compostable Bag.  Sterling Anthony, a consultant specializing in strategic marketing, logistics and packaging addressed several key issues now facing the team at Frito-Lay: The case of the compostable chip package.  At the centre of Frito-Lays’ issues is the marketing communication which clearly identifies SunChips as “compostable.”