Doritos EDGE

An ‘Edge’ On Healthier Snacking

‘EDGE’ conveys a sense of energy and innovation. Its short, striking form ensures high visibility on shelves. The name suggests benefits like great taste with fewer carbs for consumers looking for a lifestyle-conscious snack option.

The Need

With the rising popularity of low-carb diets, Frito-Lay wanted to create a new line of low-carb salty snacks. The name needed to complement existing Frito-Lay brands like Doritos and Tostitos without overshadowing them. It had to fit the better-for-you, innovative snack positioning, while being short and eye-catching to stand out on crowded shelves.

The Name

Edge was the chosen name. Its brevity created a bold “billboard effect” on packaging, making it easy to spot. The name’s versatility gave it depth:

Advantage: A snack with low carbs and great taste.
Energy: Healthier snacking for a more energized lifestyle.
Superiority: A margin of distinction over other snacks.
Transition: Helping consumers switch to low-carb options.
Zest: Conveying excitement and personality.

The Result

Edge successfully launched as a low-carb sub-brand, blending seamlessly with Frito-Lay’s portfolio, while appealing to health-conscious consumers. Its sharp, versatile branding resonated with a broad audience, reinforcing the innovative and energetic positioning of the product line.

Blow past your competition with an electric name

Get that creative spark going