Frito-Lay has launched a 'Make Your Own' Variety Pack feature on its direct-to-consumer website, Snacks.com.
It allows shoppers to customise their Frito-Lay Variety Pack (FLVP) to meet their snacking needs while shopping online.
According to the latest Frito-Lay US Snack Index, two out of three Americans are more likely to purchase a variety pack of snacks if they had the option to customise it.
Chief transformation and strategy officer, Frito-Lay North America, Michael Lindsey, said, "Since we launched Snacks.com earlier this year, we've seen it resonate with consumers, and our team has uncovered insights to continue giving our consumers more of what they want.
"Our ability to own the end-to-end value chain enables us to deliver customised offerings like 'Make Your Own Variety Pack' to create a more personalised snacking experience."
Currently, the feature is available in 24 states in the Eastern US, in addition to Arkansas, Louisiana and Texas, which is the first step of a multi-phase rollout.
The company aims to extend the service across the US by early 2021.
Rachel Ferdinando, senior vice president and chief marketing officer, Frito-Lay North America, said, "Our fans have asked for a way to make their own Frito-Lay Variety Pack for years, and we are thrilled to be able to provide them with this option on Snacks.com."
"During such a time when the world needs joy now more than ever, we are continuing to listen to our consumers and find new ways to create more smiles."
Snacks.com offers more than 100 Frito-Lay products, including brands such as Lay's, Tostitos, Cheetos, Ruffles, Stacy's, and SunChips, as well as dips, crackers, nuts, and more.
Additionally, for this holiday season, Frito-Lay launched a Holiday Shop, where fans can purchase an assortment of snack-themed gifts, product bundles and apparel, the company added.