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With the popularity of the low-carb diet, Frito Lay created a new low-carb line of salty snacks.

A short, punchy name that tended to “pop” off the package was desired. Something that would complement rather than usurp the major Frito-Lay brands like Doritos and Lays. The name also needed to fit an innovative and better-for-you snack positioning.

NameStormers recommended Edge as a possible name. Edge was so short that it tended to produce a “billboard effect” on the package. Its multiple meanings also gave consumers many reasons to identify with the sub-brand:

• An edge is an advantage, as in a new low-carb snack that gives you all of the taste without all of the carbs.
• An edge could suggest extra energy because you are eating healthier, better-for-you snacks.
• Edge also implies a margin of superiority over others.
• Edge is a point of transition, as in transitioning or switching from a higher carb to a lower carb snack.
• Lastly, edge relates to keenness or zest, which fit the positioning and helped convey the personality of the sub-brand.

The new name, Edge, provided multiple reasons for this product line to stand out from the crowd of low-carb competitors.