PepsiCo’s snack unit Frito-Lay has experienced a decline in revenue due to years of price increases resulting in tighter financial conditions for households. Consumers have become more value-conscious as inflation has impacted purchasing power. To address this, Frito-Lay plans to implement cost-cutting measures and increase promotions for brands like Cheetos, Lay’s, and Doritos. Despite recent inflation slowing down, American consumers are still feeling the effects of higher prices on everyday items like snacks, leading to a decrease in purchases or a shift to private-label options. In response, Frito-Lay aims to offer more value to consumers by potentially lowering prices on certain products, particularly those like unsalted potato chips or tortilla chips. The company is investing in providing deals to customers by offering broader price tiers and increasing marketing efforts for more affordable products. CEO Ramon Laguarta emphasizes the importance of adjusting to meet the needs of value-conscious consumers in Frito-Lay's product portfolio.