The following year Frito-Lay bought the Cracker Jack brand from Borden, marking the company's reentrance into the nonsalty snack food sector. Lay's, Ruffles, and Chee-tos are among Frito-Lay's major international brands, along with such local favorites as Walker's in the United Kingdom and Sabritas in Mexico. Snack foods produced under the Frito-Lay name include Lay’s potato chips, Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips. Frito-Lay Company is the snack food division of PepsiCo, Inc., generating about half of the parent company's revenues and two-thirds of … During the 1970s Doritos became Frito-Lay's number two brand in terms of sales, trailing only Lay's. It has also been called Frito-Lay with Fritos.Lay's has been owned by PepsiCo through Frito-Lay since 1963. After learning the manufacturer was eager to sell his business, he bought the recipe and started making Fritos corn chips in his mother’s kitchen. Lay's, Ruffles, and Chee-tos are among Frito-Lay's major international brands, along with such local favorites as Walker's in the United Kingdom and Sabritas in Mexico. Frito-Lay North America […] Four of the company's 40 plants were closed or sold off, and more than 100 package sizes and brand varieties were dropped from what had become an unwieldy product portfolio. In its first big new product success since Tostitos, Frito-Lay launched SunChips in 1991, garnering $115 million in sales during the first year; the multigrain, low-sodium, no-cholesterol chip/cracker found a ready market among adults seeking a more healthful snack. As a result, profits were on the decline in the early 1990s.By the end of the 1990s, Frito-Lay's aggressive new product development, advertising, and marketing efforts had further increased the company's share of the U.S. salty snack market to 60 percent. By the spring of 1961, H.W. Made with a fake fat called olestra developed by Procter & Gamble (ironically the maker of rival chip Pringles), the Wow! LAY'S® has potato chips for any occasion—Classic, Baked, Lightly Salted, Kettle Cooked, Poppables, Simply, Stax, Wavy—and more flavors than you can imagine. The Frito Company continued to operate 11 plants, but its franchise operations had been reduced to six after the company bought out several franchisees. In addition to the increased competition, Frito-Lay also suffered in the late 1980s through 1990 from self-inflicted wounds, such as increasing prices faster than inflation, letting the corporate payroll become bloated, and allowing product quality to decline. Within a year of his purchase of the business, Doolin moved the headquarters for the Frito Company from San Antonio to Dallas, the latter having distribution advantages. Doolin entered a small San Antonio cafe and purchased a bag of corn chips.

During 1991 the company eliminated 1,800--or about 60 percent--of its administrative and managerial jobs, creating a much more streamlined structure. Frito-Lay thus created the thinner, crispier Tostitos, which could be eaten alone, made into nachos, or dipped into increasingly popular salsas. The 1960s was an era of consolidation, with a number of food and beverage firms being gobbled up by larger entities. The company was also finding success in the international market, where profits were increasing 20 percent per year, revenues exceeded $500 million by the end of the decade, and Frito-Lay products were being sold in 20 countries. Of even greater importance was increased new product development activity. By 1985 Tostitos was Frito-Lay's number five brand, with sales of about $200 million, trailing only Doritos ($500 million), Lay's ($400 million), Fritos ($325 million), and Ruffles ($250 million). Responding to the protests, radio and television stations in California began pulling Frito Bandito spots off the air.

Also in 1997 Frito-Lay reentered the sandwich cracker market with the national introduction of seven varieties. Debuting in 1981, Tostitos was the most successful new product introduction yet in Frito-Lay history, garnering sales of $140 million in the first year of national distribution. Lay & Company, Inc. was founded by another entrepreneur, Herman W. Lay. Lay had operations in 30 states, following the purchase of Rold Gold Foods, makers of Rold Gold Pretzels, from American Cone and Pretzel.By the mid-1990s, as the snack food sector entered a slower growth period marked by heavy price competition, it became increasingly clear that Frito-Lay would remain the industry front-runner by a wide margin.

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