Fearful of losing out in the growing corn chips market, Procter & Gamble is launching its own range of tortilla chips, Torengos. P&G is facing slow growth in its main savory snack market, potato chips, prompting diversification outside this segment. Sales of corn and tortilla chips are growing faster, and already account for 39% of US savory snacks.
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The new product will be backed by a $60 million marketing launch but ranges such as Frito-Lay’s Doritos are already well established, making it difficult for any new entrants to have a noticeable impact on the market.
Source: Datamonitor, 2001: “Potato Chips Industry Guide”, “Savory Snacks Industry Guide”
(c) 2001 Datamonitor. All rights reserved. Republication or redistribution, including by framing or similar means, is expressly prohibited without prior written consent. DM ResearchWire is a service from Datamonitor plc. Datamonitor shall not be liable for errors or delays in the content, or for any actions taken in reliance thereon.
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