National Trading and Developing Est. (NTDE) has claimed that it has more than trebled market share for Frito-Lay snacks in the United Arab Emirates from 7% to 24% since it took over distribution of the brand there in 2002.
The market share of the Frito-Lay potato snack range reached 24% at the end of 2005, the company said, adding that it had achieved average annual sales growth of 50% in the four years since it took on the brand.
“This can mainly be attributed to improvements in promotion and distribution of the brand over the past four years,” said Hussain Al Zubaidee, director of NTDE’s snacks division. “Since NTDE took over its distribution in 2002, heavy investments were made to enhance visibility of the brand and develop the Lay’s retail network, in addition to improvements in marketing and logistics.”