PepsiCo snack challenger to finger the ‘junk food in the 21st century’

PeaTos calls itself a revolutionary snack brand, determined to replace corn-based snacks with ‘junk-free’ pea options. Since founding in 2019, the brand has been on a mission to disrupt the status quo of the sector, which it contends is in an unhealthy situation thanks to Frito-Lay.

“For decades, the category has been dominated as a monopoly by PepsiCo subsidiary Frito-Lay, meaning consumer choice at the retail level is an illusion,”​ said Desai.

“But those days are over – consumer no longer need to sacrifice taste for nutrition.”

Shifting the landscape

Desai is set to take the stage on 28 March at the Annual American Food Innovate Summit to discuss ‘Bringing Junk Food to the 21st Century’.

The 14th Annual American Food Innovate Summit is taking place in Chicago on 28-29 March 2022. Topics to be explored include ‘Post-COVID learnings for the food industry’, ‘Entrepreneurial thinking’, ‘A different approach to NPD’ and ‘Using AI to predict what shoppers really want’, among others.

He will draw from his years of experience in the snack category to highlight the role of technology in improving ‘junk’ food and how this can be ‘reversed’ to come up to 21st​ standards.

In a classic David versus Goliath battle, he will again challenge Frito-Lay’s dominance for the lack of progress in the category, alleging that “for decades, the category has been monopolised by one player, meaning consumer choice at the retail level is an illusion.

“PeaTos makes good on the dream of bridging the gap between junk food taste and better-for-you nutrition. I hope to share with other food innovators some of my own key learnings and to inspire other entrepreneurs in the category,”​ said Desai.

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