PepsiCo's recent earnings report has raised concerns about the increasing prices of popular snacks like Ruffles and Tostitos. After a 0.5 percent decline in revenues in its Frito-Lay snack business, executives are facing questions about whether $6 for a bag of Ruffles is too high for consumers. With a 4 percent drop in snack volumes and a growing demand for value, PepsiCo CEO Ramon Laguarta acknowledged the need to offer more affordable options to attract buyers. In response, PepsiCo plans to lower prices and offer more sales on certain products to cater to price-conscious consumers. Laguarta emphasized the importance of providing value to consumers after years of price inflation. As households prioritize affordability, PepsiCo's strategy reflects a shift towards meeting consumer demands for more cost-effective snack options.