Adapting to Our Changing World…One Bite at a Time
We sat down with Braedyn Phipps, National Account Manager at PepsiCo Canada to learn about how one of the world’s leading food manufacturers and innovators has been raising the bar and staying ahead of the curve when it comes to how and what Canadians choose for snack time.
Question: How does PepsiCo identify current and future trends?
Answer: We pride ourselves on our ability to identify current (and future) consumer trends by constantly talking to our consumers, collaborating with best-in-class partners, and drawing insights from our diverse global portfolio. Central to this process is our world-class research and development, and culinary teams, which helps us stay ahead of emerging trends and innovations. Our team also works within a global innovation network that combines our culinary know-how with real world consumer insights. In addition, we also pay attention to evolving taste preferences of consumers and use this as a key influencer to guide product development. This ensures our offering excites consumers and reflects the latest in food culture. Every new product undergoes a journey; from chef tastings to flavour profile analysis. This is so we can deliver authentic, and memorable experiences that resonate across different markets.
Question: What are some of the most exciting innovations that PepsiCo has added to your portfolio over the past 5 years?
Answer: It’s very hard to pick just one, and of course I have my personal favourites. For example, we have worked to expand Lay’s with increased variety of flavours inspired by worldwide palettes, Doritos with Flavour Collisions, and most recently, Miss Vickie’s collaborations with beloved local restaurants across Canada.
Question: We have noticed that PepsiCo has been innovating to support health trends (i.e. Quaker Protein Pancakes). Can you provide any additional insights into other health forward initiatives that PepsiCo is working on?
Answer: I can’t give away too much, but I can share that we are continually evolving our portfolio in all areas, which includes products that help to support a growing consumer interest in wellness and nutrition. The goal we are working towards is to be part of consumers’ meal and snack choices across a wide range of dietary preferences and nutritional needs. A couple of products that reflect our commitment to this goal, include the expansion of our Quaker portfolio with items like Quaker Chewy Low Sugar Granola Bars and Quaker Low Sugar Instant Oatmeal.
Question: Without releasing any secrets, are you able to share some ideas about PepsiCo product innovations that we can expect to see over the next 12 – 18 months?
Answer: We absolutely have some very exciting innovations being launched over the next year, and what I can share is that they are all very tasty. While I won’t spoil any surprises, you can expect to see some fantastic new products across many of our brands, driven by what we know Canadians want. Our research and development team is very in touch with what people want and its’s something that we are very proud of…their insights and culinary expertise are always on point for what's next. This is a continual goal for us; constantly innovating to meet evolving consumer needs while bringing joy to households across the country.
Question: Why is it important to keep classic and beloved items in your vending / micro- market operations?
Answer: It’s important to know what customers are looking for and create an offering that addresses their preferences. As such, PepsiCo is proud to have a portfolio of incredible and trusted brands. In fact, Quaker stands as the #1 trusted food brand in Canada, and 2 out of 5 macro snacks purchased daily come from PepsiCo. On average, Canadians enjoy a PepsiCo food product 110 times a year, that’s about 9 times a month! This strength is built on the power of our fan favourite items, which consumers consistently seek out.
Question: What advice do you have for operators in adapting the latest trends and products into their product offering?
Answer: Operators have amazing insights into how consumers shop and what they’re looking for. Paired with the market knowledge from PepsiCo, there is an opportunity to merchandise and promote product innovations into their business.
Thank you Braedyn for sharing these insights with us, we greatly appreciate your time and expertise.
About Braedyn Phipps:
Braedyn has worked in various roles for PepsiCo since 2018, including marketing, sales and account management. In his current role as a National Account Manager, Braedyn specializes in helping operators identify the perfect mix of classic products and current innovations that drive consumer excitement, while helping operators maximize profits. Dedicated to helping Complete Purchasing Services (“CPS”) / GESPRA vending business members thrive, if you are looking for assistance in maximizing the profitability of your office coffee, vending and/or micro-market business, please speak with your dedicated CPS or GESPRA Account Manager about connecting with Braedyn or another member of the PepsiCo Canada team. Not yet a member of CPS/GESPRA? Please visit eCPS.ca to learn more.
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