Funyuns

We partnered with Frito-Lay to help Funyuns to Feed the Weird with an innovative flavor strategy and pipeline.

Capabilities

Consumer Research

Platform Development

Ideation

Concept Development

Challenge

Funyuns has a small but very loyal fanbase, but the brand had seen little innovation in the past. Frito-Lay was ready to invest in growing the brand with internal resources and external marketing support, and was looking for a flavor strategy to take the brand to the next level.

Action Taken

DuPuis partnered with Frito-Lay to develop a Funyuns flavor strategy that Feeds the Weird for existing Funyatics and makes the brand more top-of-mind to acquire new Funyatics. We conducted 1:1s with target consumers to test brand stretch and understand what Feed the Weird means to consumers. Armed with an understanding of what the brand means to Funyatics and what drives their weirdness, we developed innovation platforms and led a cross-functional, collaborative CampFire ideation session. We built consumer concepts and the brand tested them with a consumer quick quant to identify flavors and themes with the most potential with both Funyatics and gen pop. Finally, we crafted the flavor strategy roadmap and innovation pipeline with recommended 52-week and LTO flavors that tap into unique moments for the brand.