Lay had operations in 30 states, following the purchase of Rold Gold Foods, makers of Rold Gold Pretzels, from American Cone and Pretzel.By the mid-1990s, as the snack food sector entered a slower growth period marked by heavy price competition, it became increasingly clear that Frito-Lay would remain the industry front-runner by a wide margin. Lay also built a new plant in Atlanta featuring a continuous potato chip production line, one of the first in the world. Frito-Lay therefore developed taco-flavored Doritos, which were introduced nationally in 1968 and were a tremendous success. The company also attempted to penetrate the growing market for kettle-cooked chips, a variety harder and crunchier than regular potato chips, with a brand called Kincaid. The new Lay's chips were introduced in 1992 through an ad campaign featuring the tag line, 'Too Good to Eat Just One!,' a variation on the old 'Betcha Can't Eat Just One' slogan.
In addition to the increased competition, Frito-Lay also suffered in the late 1980s through 1990 from self-inflicted wounds, such as increasing prices faster than inflation, letting the corporate payroll become bloated, and allowing product quality to decline. Lay's is the name of a brand for a number of potato chip varieties, as well as the name of the company that founded the chip brand in the U.S. in 1932. Frito-Lay finally ended the campaign in 1970.In 1963 Frito-Lay began using the slogan "Betcha Can't Eat Just One" in its advertising for Lay's potato chips. Among the company's well-known brands are five that generate annual sales of $1 billion each: Lay's, Ruffles, Doritos, Tostitos, and Chee-tos. The company was also finding success in the international market, where profits were increasing 20 percent per year, revenues exceeded $500 million by the end of the decade, and Frito-Lay products were being sold in 20 countries. Doolin borrowed the money from his mother, purchasing the recipe, 19 retail accounts, and production equipment consisting of an old, handheld potato ricer. Sales began expanding geographically after Doolin hired a sales force to make regular deliveries to stores. By 1936 Lay employed a workforce of 25 and had moved his company from its original warehouse to another Nashville building. Four of the company's 40 plants were closed or sold off, and more than 100 package sizes and brand varieties were dropped from what had become an unwieldy product portfolio.
Revenues in 1957 stood at $16 million, making Herman Lay's company the largest maker of potato chips and snack foods in the United States. He died in December 1982.In 1968 Frito-Lay began a new Fritos advertising campaign featuring the Frito Bandito, a Mexican bandit complete with a long mustache, sombrero, and six-gun who spoke in a heavy accent. The Frito Company also began selling the products of potato chip manufacturers through license agreements. The company soon had plants operating in Houston, Tulsa, and Dallas.Under Jordan's leadership in the late 1980s, Frito-Lay focused on revitalizing its existing brands rather than developing new brands.
Lay expanded its product line during the 1950s to include barbecued potato chips, corn cheese snacks, fried pork skins, and a variety of nuts.
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