Doritos Got Greedy. Takis Took the Shelf.

Doritos vs Takis: how PepsiCo's Frito-Lay pushed Doritos prices up nearly 50% at Walmart, shrank the bag, and watched a rolled chili-lime chip from Mexico's Grupo Bimbo take its shelf space. From Casa de Fritos at Disneyland in 1964 to Barcel's purple Takis Fuego bag, TikTok spicy-chip challenges, shrinkflation and Walmart losing patience, this is the story of how a price increase opened the door for an underdog. Then Elliott Management showed up, and PepsiCo cut prices on Doritos, Lay's and Cheetos by up to 15%. 0:00 The Walmart Price Tag 1:03 Casa de Fritos, 1964 2:31 A Bakery Giant From Mexico City 5:48 The Takis Dare 7:43 Frito-Lay Raises Prices 10:42 Customers Walk Away 12:58 Who Took the Shelf 15:30 Elliott and the Price Cuts 17:56 The Lesson Sources: Bloomberg, April 2026 PepsiCo 2022 annual report Circana snack sales data, 2024 and 2026 Nielsen Breakthrough Innovation Report, 2014 Piper Sandler Taking Stock With Teens, spring 2023 #Doritos #Takis #Shrinkflation