Frito-Lay Tries to Enter the Minds (and Lunch Bags) of Women

New York Times, February 25, 2009 — 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.