U.S. potato chip market
Potato chips are one of the subcategories of the retail snacking department. They are made out of potatoes. After harvest, the main production steps include sorting, washing, peeling, trimming and cutting into thin slices. Further along in the manufacturing process, they are washed again and dewatered and either take a bath in the deep fryer or are baked until they take on a crunchy consistency. Classic potato chips are slightly salted, but a large variety of flavors or seasonings widely available intending a move towards the refinement of a basic potato chip.
In the U.S. retail landscape, Lay’s were ranked as the leading potato chip brand in the United States in 2016, with Ruffles potato chips ranked fourth. These potato chips are known for their crinkle-cut. In accordance, the brand is marketed by the slogan ‘Ruffles have ridges’. Both potato chip brands – Lay’s and Ruffles - are owned by Frito Lay North America, which is one of PepsiCo’s subdivisions who manufactures sweet and savory snack foods. Frito Lay was the undisputed market leader of potato chips in the United States, based on generated sales. The wholly owned subsidiary is headquartered in Plano, TX, United States.