Frito-Lay introduced Santitas-brand tortilla chip to go head-to-head against regional tortilla chip brands that were biting into the sales of its flagship Doritos- and Tostitos-brand tortilla chips. The launch of Santitas would be considered a ________For Frito-Lay.

Question

Quizplus · Accepted Answer

The launch of Santitas as a direct response to regional tortilla chip brands biting into the sales of Doritos and Tostitos indicates that it is a fighting brand, aimed at countering the competition and protecting Frito-Lay's market share.

Frito-Lay Introduced Santitas-Brand Tortilla Chip to Go Head-To-Head Against Regional