Frito-Lay history

The new Lay's chips were introduced in 1992 through an ad campaign featuring the tag line, "Too Good to Eat Just One!," a variation on the old "Betcha Can't Eat Just One" slogan.

In 1994, Frito-Lay recorded annual retail sales of nearly $5 billion, selling 8 billion bags of chips, popcorn andpretzels during that year—outpacing competitors Eagle (owned by Anheuser-Busch) and Wise (owned by Borden).

After his death in 1995 she remarried but kept her first married name.

In 1996 Rosenfeld was put in charge of Kraft’s entire Canadian division, broadening her experience beyond the marketing of a single brand or type of food product.

"cape cod chip's founder back in charge wages shelf-by-shelf war to rebuild sales." st. louis post-dispatch, 23 february 1997.

business rankings annual. detroit, mi: gale research, 1998.

A second effort also launched in 1999, involving changes to Frito-Lay's much lauded distribution system, aimed at saving as much as $340 million a year by the time of its full implementation.

Late in 2000 PepsiCo reached an agreement to acquire the Quaker Oats Company in a deal valued at $14 billion when completed the following August.

2001: Following PepsiCo's acquisition of the Quaker Oats Company, Frito-Lay gains the Quaker snack business, which includes granola bars and rice cakes.

Frito-Lay continued to experiment with changes to the composition of its products, introducing Reduced Fat Lay’s and Cheetos in 2002.

Another new product launched in 2003 was Lay's Stax potato crisps, which were packaged in a cardboard can and designed to compete directly with Procter & Gamble's Pringles brand.

The new leader responded in February 2005 by announcing that Frito-Lay would begin repositioning itself and its brands to compete within the broader "macrosnacks" category, which included cookies, crackers, yogurt, and candy in addition to Frito-Lay's forte, salty snacks.

In 2007 the company began a promotion with Major League Baseball that promised one free taco to everyone in the United States for every stolen base in the World Series.

In 2010, Frito-Lay reformulated Lay’s Kettle and Lay’s flavored chips into a new variant labeled as being made with all-natural ingredients.

She then moved to split Kraft into two companies, one selling grocery items in North America (operating under the name Kraft) and the other marketing snack products around the world (Mondelēz International). The reorganization took place in 2012, and Rosenfeld became CEO of Mondelēz.