Vegetable Snacking
In 2015, Indra Nooyi mandated that the organization define the future of healthy snacking by 2020. With a $30B global market and $10B in the U.S., PepsiCo needed to move beyond chips and multigrain products and build a credible, scalable portfolio to remain relevant.
In 2015, Indra Nooyi mandated that the organization define the future of healthy snacking by 2020. With a $30B global market and $10B in the U.S., PepsiCo needed to move beyond chips and multigrain products and build a credible, scalable portfolio to remain relevant.
In 2015, Indra Nooyi mandated that the organization define the future of healthy snacking by 2020. With a $30B global market and $10B in the U.S., PepsiCo needed to move beyond chips and multigrain products and build a credible, scalable portfolio to remain relevant.
Scale: $30B+ global savory snacks, $10B U.S.; Better-For-You at $1.5B and under pressure to grow
Context: Strong trial, weak repeat; veggie snacks framed as nutrition solutions, not food experiences
Tension: Health-led concepts underperformed on flavor, texture, and everyday relevance, limiting repeat and investment confidence
Impact: 6 global Off The Eaten Path SKUs built a $600M+ business, delivered 8–14% CAGR from 2015–2025, and influenced Lay’s Veggie Poppables, Bare, and related brands
Scale: $30B+ global savory snacks, $10B U.S.; Better-For-You at $1.5B and under pressure to grow
Context: Strong trial, weak repeat; veggie snacks framed as nutrition solutions, not food experiences
Tension: Health-led concepts underperformed on flavor, texture, and everyday relevance, limiting repeat and investment confidence
Impact: 6 global Off The Eaten Path SKUs built a $600M+ business, delivered 8–14% CAGR from 2015–2025, and influenced Lay’s Veggie Poppables, Bare, and related brands
Scale: $30B+ global savory snacks, $10B U.S.; Better-For-You at $1.5B and under pressure to grow
Context: Strong trial, weak repeat; veggie snacks framed as nutrition solutions, not food experiences
Tension: Health-led concepts underperformed on flavor, texture, and everyday relevance, limiting repeat and investment confidence
Impact: 6 global Off The Eaten Path SKUs built a $600M+ business, delivered 8–14% CAGR from 2015–2025, and influenced Lay’s Veggie Poppables, Bare, and related brands
$600M+ in Annual Revenue
6 SKUs for "Off the Eaten Path"
The Challenge
The Challenge
The Challenge
Within a $30B+ global snacking market and a $1.5B Better-For-You segment, veggie snacks were easy to try but hard to stick with. People bought them once, but didn’t come back. For a portfolio built on repeat behavior at scale, the real issue wasn’t whether veggie snacks could sell, but whether they could become something people would choose again and again as part of everyday snacking.
Within a $30B+ global snacking market and a $1.5B Better-For-You segment, veggie snacks were easy to try but hard to stick with. People bought them once, but didn’t come back. For a portfolio built on repeat behavior at scale, the real issue wasn’t whether veggie snacks could sell, but whether they could become something people would choose again and again as part of everyday snacking.
Within a $30B+ global snacking market and a $1.5B Better-For-You segment, veggie snacks were easy to try but hard to stick with. People bought them once, but didn’t come back. For a portfolio built on repeat behavior at scale, the real issue wasn’t whether veggie snacks could sell, but whether they could become something people would choose again and again as part of everyday snacking.
Building the Pipeline
Building the Pipeline
Building the Pipeline
The work reframed veggie snacking from a nutrition challenge into a food experience challenge. Instead of leading with claims, it started with how people actually snack, expectations for flavor, texture, aroma, feel, and overall experience. Behavioral insights were translated into clear food design and sensory principles that R&D and brand teams could execute at scale. This created platforms that aligned consumer desirability with culinary feasibility and operational reality, shifting innovation away from one-off launches toward a system built for repeat.
The work reframed veggie snacking from a nutrition challenge into a food experience challenge. Instead of leading with claims, it started with how people actually snack, expectations for flavor, texture, aroma, feel, and overall experience. Behavioral insights were translated into clear food design and sensory principles that R&D and brand teams could execute at scale. This created platforms that aligned consumer desirability with culinary feasibility and operational reality, shifting innovation away from one-off launches toward a system built for repeat.
The work reframed veggie snacking from a nutrition challenge into a food experience challenge. Instead of leading with claims, it started with how people actually snack, expectations for flavor, texture, aroma, feel, and overall experience. Behavioral insights were translated into clear food design and sensory principles that R&D and brand teams could execute at scale. This created platforms that aligned consumer desirability with culinary feasibility and operational reality, shifting innovation away from one-off launches toward a system built for repeat.
Opening a New Snacking Segment
Opening a New Snacking Segment
Opening a New Snacking Segment
That shift unlocked scalable veggie-snacking platforms. Six vegetable-based SKUs launched globally under Off The Eaten Path, forming a business generating $600M+ in annual revenue and delivering 8–14% CAGR from 2015–2025, outperforming other BFY brands. The platform enabled additional launches across the portfolio, including Lay’s Veggie Poppables, Good Notes, and Bare, moving veggie snacking from a fragile health play to a repeatable growth engine grounded in real eating behavior.
That shift unlocked scalable veggie-snacking platforms. Six vegetable-based SKUs launched globally under Off The Eaten Path, forming a business generating $600M+ in annual revenue and delivering 8–14% CAGR from 2015–2025, outperforming other BFY brands. The platform enabled additional launches across the portfolio, including Lay’s Veggie Poppables, Good Notes, and Bare, moving veggie snacking from a fragile health play to a repeatable growth engine grounded in real eating behavior.
That shift unlocked scalable veggie-snacking platforms. Six vegetable-based SKUs launched globally under Off The Eaten Path, forming a business generating $600M+ in annual revenue and delivering 8–14% CAGR from 2015–2025, outperforming other BFY brands. The platform enabled additional launches across the portfolio, including Lay’s Veggie Poppables, Good Notes, and Bare, moving veggie snacking from a fragile health play to a repeatable growth engine grounded in real eating behavior.
