Frito-Lay tries to enter the minds (and lunch bags) of women

Sorry, men: Baked Lay's are no longer meant for you.

Frito-Lay, a division of PepsiCo, is overhauling all of its calorie-conscious snacks to make them appeal to women, including the baked versions of Lay's, Fritos, Ruffles, Doritos, Cheetos and Tostitos; Smartfood; Flat Earth;and its 100-calorie packages of snacks.

It has researched women's feelings about snacking and guilt to produce new packaging, new flavors and a new ad campaign, all in an effort to get women to eat Frito-Lay snacks.

Women are snacking more than men, but are not eating as many Frito-Lay snacks, said Jill Nykoliation, the president of Juniper Park, the advertising agency that handled the Frito-Lay women's project. "So if it's, you're snacking two times as much, but you're not snacking with us, why, and what can we do for you?"

Related press release Frito-Lay
 

Frito-Lay a woman's world website and products featured in this campaign