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Over the years, Frito-Lay added several more hit brands, including Ruffles and Doritos, to their line, but eventually the companyβs growth slowed. Looking for a new source of sales and profit they decided to expand into a different type of product: cookies and crackers. Unfortunately, Frito-Layβs finely tuned store door delivery system, which was so efficient in the handling of fresh and fragile product, was not suited to cookies and crackers. They are a hardier breed of snack, less susceptible to breakage and more capable of withstanding time on the pallet at the warehouse. Frito-Layβs store door delivery system, which was designed for quick delivery of small shipments to multiple locations, was too expensive for the distribution of cookies and crackers.
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George Stalk Jr. (Hardball: Are You Playing to Play or Playing to Win?)