May 13, 2009

Lay’s unveils online ‘Chip Tracker’

Texas-based snack food giant Frito-Lay has unveiled an Internet tool that allows customers to find out what plant manufactured their Lay's potato chips.

The Chip Tracker utility on allows users to type in their ZIP codes and the first three digits of the product code from their Lay's bags to find out which of the company's plants in 27 states created the snacks, the Gannett News Service reported Wednesday.

Frito-Lay officials said the tool is part of a marketing strategy stressing the company's ties to local communities.

Knowing where food is made and grown is important to consumers, said Dave Skena, vice president of potato chip marketing for the company. Sharing with consumers how regional we are is relevant and compelling.

Skena said the Lay's Local campaign will also involve in-store displays designed individually for each state and TV spots featuring the farmers who grow the potatoes for the chips.