Frito-Lay keeps chipping away for a better snack bag

New bags for its Sun Chips brand are a welcome innovation for sustainability, but consumer concerns have the company researching ways to soften the noisy ‘crinkle.’

In a holistic package design, the creative team examines each touch point at which the consumer will come into some sort of contact with a product. When packaging teams fall short on any consumer interaction with a packaged product, the results can be less than what the marketing department anticipated.

It’s difficult enough to design packages that deliver results at the point of purchase. But the impact of packaging sometimes is especially challenging at the point of use, and it’s this latter issue that really keeps creative teams, as well as R&D, on their toes.

These thoughts come to mind when considering Frito-Lay’s new flexible bags for its Sun Chips snack brand. The idea was to create a brand that’s easy on the environment, and for that, the company comes through in shining colors. The bags are made from biodegradable plant material. Moreover, a Wall Street Journal article says, the chips inside the bags are cooked with steam from solar energy. At the point of purchase, product and package are a complete win-win.

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