The skyrocketing price of Doritos, Lay’s, and Cheetos have pushed away cash-strapped consumers and have cost Frito-Lay billions. The company is slashing prices to course correct, but its efforts may be too little too late.
Ahead of the Super Bowl, Frito-Lay, a subsidiary of PepsiCo, started cutting prices on its portfolio of chips products like Lay’s, Doritos, Cheetos, and Tostitos by 15% as consumers sought cheaper options. The quick pivot on chip prices comes after years of price increases that have cut the company’s market value by $50 billion since its highs in 2023.
