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Salty Snacks - US - August 2009

Salty snacks is a mature market with sales totalling $17.7 billion in 2009. Amid the sinking US economy, salty snacks have proven to be a recession-proof category. In fact, the pace of growth picked up as the economy worsened.

This report discusses how consumer trends, the lagging economy, and product innovation are shaping the salty snacks market. In addition to presenting sales data by segment, supplier and brand, the report considers a range of topics, including:

  • The size of the salty snacks market and growth forecast through 2014
  • How the current economic recession is impacting the salty snacks market and how brands are reacting
  • Why some segments of the market are thriving amid the troubled economy, while others face declines
  • The hottest trends in the salty snacks market, from hot and spicy flavors to reduced-sodium offerings
  • How consumer concerns about food safety—spurred by recent salmonella outbreaks affecting peanut butter snacks and pistachios—are affecting usage and what manufacturers can do to allay their fears
  • A spotlight on Frito-Lay’s Cheetos, a brand that has carved out a distinct brand identity to help it succeed in an increasingly crowded category
  • Which consumer groups offer the greatest potential for expanding salty snacks usage

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                  • Executive Summary

                    • Salty snack market reaches $17.7 billion in 2009
                      • Most types of salty snacks are thriving amid economic recession
                        • Frito-Lay tops the market, but private label growth outpaces all leading companies
                          • New salty snack products are healthy, hot and spicy
                            • Children, teens and young adults aged 18-24 are core consumers of salty snacks
                              • Consumer attitudes and motivations
                              • Insights and Opportunities

                                • Consumers are looking for value…
                                  • … and the facts about what they’re eating
                                    • Demand for healthy snacks remains high
                                      • Figure 1: Opinions about health issues and salty snacks, by gender, June 2009
                                      • Figure 2: FDMx brand sales of select better-for-you salty snacks in the U.S., 2008 and 2009
                                  • Market Size and Forecast

                                    • Key points
                                      • Salty snacks thrive as economy worsens
                                        • Product innovation is also driving growth
                                          • Sales and forecast
                                            • Figure 3: Total US sales and forecast of salty snacks, at current prices, 2004-14
                                            • Figure 4: Total US sales and forecast of salty snacks, at inflation-adjusted prices, 2004-14
                                          • Walmart sales
                                          • Competitive Context

                                            • Salty snacks are recession-proof…
                                              • … but the troubled economy has hurt brand loyalty
                                                • Competition from other snack foods
                                                  • Figure 5: Total U.S. sales and forecast of select snack foods at current prices, 2003-08
                                                  • Figure 6: Everyday retail prices of select snack products in Chicago market, July 2009
                                              • Segment Performance

                                                  • Key points
                                                    • Most types of salty snacks are thriving amid economic recession
                                                      • Figure 7: FDMx sales of salty snacks, by segment, 2007 and 2009
                                                  • Segment Performance—Potato Chips

                                                    • Key points
                                                      • Eating in and brown-bagging trends give chips sales a needed boost
                                                        • Sales and forecast—potato chips
                                                          • Figure 8: FDMx sales and forecast of potato chips, at current prices, 2004-14
                                                          • Figure 9: FDMx sales and forecast of potato chips, at inflation-adjusted prices, 2004-14
                                                      • Segment Performance—Tortilla Chips

                                                        • Key points
                                                          • New varieties and value play by Frito-Lay increase drove sales in 2008-09
                                                            • Sales and forecast—tortilla chips
                                                              • Figure 10: FDMx sales and forecast of tortilla chips, at current prices, 2004-14
                                                              • Figure 11: FDMx sales and forecast of tortilla chips, at inflation-adjusted prices, 2004-14
                                                          • Segment Performance—Snack Nuts and Seeds

                                                            • Key points
                                                              • Recession hurts sales of nuts
                                                                • Sales and forecast—snack nuts and seeds
                                                                  • Figure 12: FDMx sales and forecast of snack nuts and seeds, at current prices, 2004-14
                                                                  • Figure 13: FDMx sales and forecast of snack nuts and seeds, at inflation-adjusted prices, 2004-14
                                                              • Segment Performance—Popcorn

                                                                • Key points
                                                                  • Rise in family movie and game nights boost popcorn sales
                                                                    • Sales and forecast—popcorn
                                                                      • Figure 14: FDMx sales and forecast of popcorn, at current prices, 2004-14
                                                                      • Figure 15: FDMx sales and forecast of popcorn, at inflation-adjusted prices, 2004-14
                                                                  • Segment Performance—Pretzels

                                                                    • Key points
                                                                      • Pretzels are an economical snack option
                                                                        • Sales and forecast—pretzels
                                                                          • Figure 16: FDMx sales and forecast of pretzels, at current prices, 2004-14
                                                                          • Figure 17: FDMx sales and forecast of pretzels, at inflation-adjusted prices, 2004-14
                                                                      • Segment Performance—Cheese Snacks

                                                                        • Key points
                                                                          • Cheese snacks sales thrive amid U.S. recession
                                                                            • Sales and forecast—cheese snacks
                                                                              • Figure 18: FDMx sales and forecast of cheese snacks, at current prices, 2004-14
                                                                              • Figure 19: FDMx sales and forecast of cheese snacks, at inflation-adjusted prices, 2004-14
                                                                          • Segment Performance—Corn Snacks

                                                                            • Key points
                                                                              • Lackluster sales pick up a bit in 2008
                                                                                • Sales and forecast—corn snacks
                                                                                  • Figure 20: FDMx sales and forecast of corn snacks, at current prices, 2004-14
                                                                                  • Figure 21: FDMx sales and forecast of corn snacks, at inflation-adjusted prices, 2004-14
                                                                              • Segment Performance—Other Salty Snacks

                                                                                • Key points
                                                                                  • Other salty snacks outpace all other market segments
                                                                                    • Sales and forecast—other salty snacks
                                                                                      • Figure 22: FDMx sales and forecast of other salty snacks, at current prices, 2004-14
                                                                                      • Figure 23: FDMx sales and forecast of other salty snacks, at inflation-adjusted prices, 2004-14
                                                                                  • Retail Channels

                                                                                    • Key points
                                                                                      • Supermarkets losing share to value-focused channels
                                                                                        • Figure 24: Total sales of salty snacks, by retail channel, 2007 and 2009
                                                                                    • Retail Channels—Supermarkets

                                                                                      • Key point
                                                                                        • Supermarkets are using a variety of strategies to compete against discount outlets
                                                                                          • Supermarket sales
                                                                                            • Figure 25: Sales of salty snacks at supermarkets, at current prices, 2004-09
                                                                                            • Figure 26: Sales of salty snacks at supermarkets, at inflation-adjusted prices, 2004-09
                                                                                        • Market Drivers

                                                                                          • Brown-bagging trend boon for salty snacks
                                                                                            • Figure 27: Change in eating and cooking habits as a result of the current economic climate, by gender, May 2009
                                                                                          • Healthy eating trend has legs
                                                                                            • Figure 28: Attitude towards health, 2004 and 2009
                                                                                          • CDC says Americans are eating too much salt
                                                                                            • Food phobia: Salmonella outbreaks hurt consumer confidence
                                                                                              • Transparency: The optimal solution
                                                                                                • Baby Boomers key to category growth
                                                                                                  • Figure 29: U.S. population of adults aged 18 and over, by age group, 2003-13
                                                                                                  • Figure 30: Consumption of specific salty snacks, by age, June 2009
                                                                                              • Leading Companies

                                                                                                • Key points
                                                                                                  • Market leader Frito-Lay boosts share by offering value
                                                                                                    • Private label growth outpaces all leading players
                                                                                                        • Figure 31: FDMx sales of leading salty snack companies, 2008 and 2009
                                                                                                    • Brand Share—Potato Chips

                                                                                                      • Key points
                                                                                                        • Amid troubled economy, store brands steal share from leading brands
                                                                                                          • Figure 32: FDMx brand sales of potato chips in the U.S., 2008 and 2009
                                                                                                      • Brand Share—Tortilla Chips

                                                                                                        • Key points
                                                                                                          • Tostitos and Doritos comprise nearly three quarters of sales
                                                                                                            • Figure 33: FDMx brand sales of tortilla chips in the U.S., 2008 and 2009
                                                                                                        • Brand Share—Snack Nuts and Seeds (Including Corn Nuts)

                                                                                                          • Key points
                                                                                                            • Planters leads the market, but loses share to Blue Diamond and private label
                                                                                                              • Figure 34: FDMx brand sales of snack nuts and seeds in the U.S., 2008 and 2009
                                                                                                          • Brand Share—Popcorn

                                                                                                            • Key points
                                                                                                              • Orville Redenbacher’s and Pop Secret are on top but losing share
                                                                                                                  • Figure 35: FDMx brand sales of popcorn in the U.S., 2008 and 2009
                                                                                                              • Brand Share—Pretzels

                                                                                                                • Key points
                                                                                                                  • Private label outperforms leading brands
                                                                                                                    • Figure 36: FDMx brand sales of pretzels in the U.S., 2008 and 2009
                                                                                                                • Brand Share—Cheese Snacks

                                                                                                                  • Key points
                                                                                                                    • Cheetos dominates the cheese snack market
                                                                                                                      • Figure 37: FDMx brand sales of cheese snacks in the U.S., 2008 and 2009
                                                                                                                  • Brand Share—Corn Snacks

                                                                                                                    • Key points
                                                                                                                      • Fritos control the market, but private label is growth leader
                                                                                                                        • Figure 38: FDMx brand sales of corn snacks in the U.S., 2008 and 2009
                                                                                                                    • Brand Share—Other Salty Snacks

                                                                                                                      • Key points
                                                                                                                        • Market lacks a clear brand leader
                                                                                                                          • Figure 39: FDMx brand sales of other salty snacks in the U.S., 2008 and 2009
                                                                                                                      • Brand Qualities

                                                                                                                        • Doritos—not just another tortilla chip
                                                                                                                          • Staying relevant and irreverent
                                                                                                                            • New varieties keep snackers coming back for more
                                                                                                                              • “Late Night” promotion fuses music, technology and snacking
                                                                                                                                • Innovative marketing tactics target core Doritos consumers
                                                                                                                                • Innovation and Innovators

                                                                                                                                  • Key points
                                                                                                                                    • Pace of innovation slows in first half of 2009
                                                                                                                                      • Figure 40: Number of new salty snack introductions in the U.S, 2004-09
                                                                                                                                    • Top 20 product claims, 2007-09
                                                                                                                                      • Figure 41: Top 20 claims in new salty snack products in the U.S., 2007-09
                                                                                                                                    • All natural and organic
                                                                                                                                      • Hold the salt
                                                                                                                                        • Whole grains
                                                                                                                                          • Baked, not fried
                                                                                                                                            • Portion control packaging
                                                                                                                                              • Hot and spicy flavors
                                                                                                                                                • Economy size and eco-friendly packaging
                                                                                                                                                • Advertising and Promotion

                                                                                                                                                  • Key points
                                                                                                                                                    • Frito-Lay’s SunChips
                                                                                                                                                      • Figure 42: SunChips television ad, 2009
                                                                                                                                                      • Figure 43: Sun Chips Print ad, 2009
                                                                                                                                                      • Figure 44: Smartfood television ad, 2009
                                                                                                                                                    • Lay’s
                                                                                                                                                      • Figure 45: Lay’s television ad, 2009
                                                                                                                                                    • Pringles
                                                                                                                                                      • Figure 46: Pringles Super Stack television ad, 2009
                                                                                                                                                    • Cheetos
                                                                                                                                                      • Figure 47: Giant Cheetos television ad, 2009
                                                                                                                                                    • Orville Redenbacher’s
                                                                                                                                                      • Figure 48: Orville Redenbacher’s popcorn television ad, 2009
                                                                                                                                                  • Salty Snack Usage and Frequency

                                                                                                                                                    • Key points
                                                                                                                                                      • Personal usage of salty snacks by age
                                                                                                                                                          • Figure 49: Incidence of consumption of specific salty snacks, by age, June 2009
                                                                                                                                                        • Personal usage of salty snacks by race/Hispanic origin
                                                                                                                                                          • Figure 50: Incidence of consumption of specific salty snacks, by race/Hispanic origin, June 2009
                                                                                                                                                        • Personal usage of salty snacks by presence of kids in household
                                                                                                                                                          • Figure 51: Incidence of consumption of specific salty snacks, by number of children in household, June 2009
                                                                                                                                                          • Figure 52: Incidence of consumption of specific salty snacks, by presence of children in household, June 2009
                                                                                                                                                        • Usage frequency
                                                                                                                                                          • Figure 53: Frequency of consumption of salty snacks, by age, June 2008
                                                                                                                                                        • Usage occasions
                                                                                                                                                          • Figure 54: Incidence of consumption of salty snacks, by meal/day part, by age, June 2009
                                                                                                                                                        • Brand preferences
                                                                                                                                                            • Figure 55: Top household brand preferences, selected salty snacks, October 2007-December 2008
                                                                                                                                                          • Salty snack usage trends
                                                                                                                                                            • Figure 56: Household use of potato chips, popcorn products, corn/tortilla/cheese snacks, pretzels, and nuts, 2004-08
                                                                                                                                                            • Figure 57: Mean number of bags/packages of potato chips, popcorn products, corn/tortilla/cheese snacks, pretzels, and nuts used by household in the last 30 days, 2004-08
                                                                                                                                                        • Child and Teen Usage of Salty Snacks

                                                                                                                                                          • Key points
                                                                                                                                                            • Children’s usage of salty snacks
                                                                                                                                                              • Figure 58: Incidence of eating salty snacks among children aged 6-11, by gender and race/Hispanic origin, October 2007-December 2008
                                                                                                                                                            • Teen’s usage of salty snacks
                                                                                                                                                              • Figure 59: Incidence of eating salty snacks among teens, by gender and race/Hispanic origin, October 2007-December 2008
                                                                                                                                                            • Usage frequency—kids and teens
                                                                                                                                                              • Figure 60: Teenagers’ and children’s frequency of consumption of salty snacks, June 2008
                                                                                                                                                            • Usage occasions—kids and teens
                                                                                                                                                              • Figure 61: Teenagers’ and children’s consumption of salty snacks, by meal/day part, June 2008
                                                                                                                                                            • Parents’ influence on kids’ snacking
                                                                                                                                                              • Figure 62: Opinions about salty snacks and children’s diets, by gender (of parent) June 2009
                                                                                                                                                          • Opinions and Attitudes About Salty Snacks

                                                                                                                                                            • Key points
                                                                                                                                                              • Interest in healthier snacks by gender
                                                                                                                                                                • Figure 63: Opinions about salty snacks, by gender, June 2009
                                                                                                                                                              • Interest in healthier snacks by age
                                                                                                                                                                • Figure 64: Opinions about salty snacks, by age, June 2009
                                                                                                                                                              • Interest in healthier snacks by presence of children in household
                                                                                                                                                                • Figure 65: Opinions about salty snacks, by presence of children in hh, June 2009
                                                                                                                                                              • Opinions about salty snacks and health by gender
                                                                                                                                                                • Figure 66: Attitudes towards health and salty snacks, by gender, June 2009
                                                                                                                                                              • Opinions about salty snacks and health by age
                                                                                                                                                                • Figure 67: Opinions about health issues and salty snacks, by age, June 2009
                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                              • Influence on children’s snacking—dads vs. moms
                                                                                                                                                                  • Figure 68: Opinions about salty snacks and children’s diets, Dads vs. Moms, June 2009
                                                                                                                                                                • Children’s usage of salty snacks—as reported by parents
                                                                                                                                                                  • Figure 69: Kids’ snack consumption, as reported by parents, June 2009
                                                                                                                                                                  • Figure 70: Frequency of consumption of salty snacks by children (times per week), Dads’ and Moms’ responses, June 2009
                                                                                                                                                                  • Figure 71: Consumption of salty snacks by teenagers and children, by time of day, as reported by Dads vs. Moms, June 2009
                                                                                                                                                              • IRI/Builders Panel—Key Household Purchase Measures

                                                                                                                                                                  • Overview of salty snacks
                                                                                                                                                                    • Potato chips
                                                                                                                                                                      • Consumer insights on key purchase measures – potato chips
                                                                                                                                                                        • Brand map
                                                                                                                                                                            • Figure 72: Brand map, selected brands of potato chips, buying rate by household penetration, 2008*
                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                              • Figure 73: Key purchase measures for the top brands of potato chips, by household penetration, 2008*
                                                                                                                                                                            • Tortilla/tostada chips
                                                                                                                                                                              • Consumer insights on key purchase measures – tortilla/tostada chips
                                                                                                                                                                                • Brand map
                                                                                                                                                                                  • Figure 74: Brand map, selected brands of tortilla/tostada chips, buying rate by household penetration, 2008*
                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                    • Figure 75: Key purchase measures for the top brands of tortilla/tostada chips, by household penetration, 2008*
                                                                                                                                                                                  • Cheese snacks
                                                                                                                                                                                    • Consumer insights on key purchase measures – cheese snacks
                                                                                                                                                                                      • Brand map
                                                                                                                                                                                        • Figure 76: Brand map, selected brands of cheese snacks, buying rate, by household penetration, 2008*
                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                          • Figure 77: Key purchase measures for the top brands of cheese snacks, by household penetration, 2008*
                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                          • Selects
                                                                                                                                                                                            • Who they are
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Standards
                                                                                                                                                                                                  • Who they are
                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                      • Brinys
                                                                                                                                                                                                        • Who they are
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                                              • Figure 78: Salty snack clusters, June 2009
                                                                                                                                                                                                              • Figure 79: Personal and household usage of salty snacks, by salty snack clusters, June 2009
                                                                                                                                                                                                              • Figure 80: Incidence of consumption of salty snacks, by meal/day part, by salty snack clusters, June 2009
                                                                                                                                                                                                              • Figure 81: Frequency of consumption of salty snacks, by salty snack clusters, June 2009
                                                                                                                                                                                                              • Figure 82: Opinions about salty snacks, by salty snack clusters, June 2009
                                                                                                                                                                                                              • Figure 83: Opinions about snacks and health, by salty snack clusters, June 2009
                                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                                              • Figure 84: Salty snack clusters, by gender, June 2009
                                                                                                                                                                                                              • Figure 85: Salty snack clusters, by age, June 2009
                                                                                                                                                                                                              • Figure 86: Salty snack clusters, by household income, June 2009
                                                                                                                                                                                                              • Figure 87: Salty snack clusters, by race, June 2009
                                                                                                                                                                                                              • Figure 88: Salty snack clusters, by Hispanic origin, June 2009
                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                            • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                • Household usage
                                                                                                                                                                                                                  • Figure 89: Personal and household usage of salty snacks, June 2009
                                                                                                                                                                                                                • Personal consumption of salty snacks by income
                                                                                                                                                                                                                  • Figure 90: Consumption of specific salty snacks, by household income, June 2009
                                                                                                                                                                                                                • Frequency of consuming salty snacks (per week)
                                                                                                                                                                                                                  • Figure 91: Frequency of consumption of salty snacks, by race/Hispanic origin, June 2009
                                                                                                                                                                                                                  • Figure 92: Frequency of consumption of salty snacks, by presence of children in household, June 2009
                                                                                                                                                                                                                • Children’s salty snack brand preferences
                                                                                                                                                                                                                  • Figure 93: Top brand preferences of children, selected salty snacks, October 2007-December 2008
                                                                                                                                                                                                                • Teenagers’ salty snack brand preferences
                                                                                                                                                                                                                  • Figure 94: Top brand preferences of teenagers, selected salty snacks, October 2007-December 2008
                                                                                                                                                                                                                • Opinions about salty snacks
                                                                                                                                                                                                                  • Figure 95: Opinions about health issues and salty snacks, by race/Hispanic origin, June 2009
                                                                                                                                                                                                                  • Figure 96: Opinions about salty snacks, by household income, June 2009
                                                                                                                                                                                                                  • Figure 97: Consumption of salty snacks, by meal/day part, by race/Hispanic origin, June 2009
                                                                                                                                                                                                                  • Figure 98: Consumption of salty snacks, by meal/day part, by presence of children in household, June 2009
                                                                                                                                                                                                                • Interest in healthier snacks by race/Hispanic origin
                                                                                                                                                                                                                  • Figure 99: Opinions about salty snacks, by race/Hispanic origin, June 2009
                                                                                                                                                                                                                • Opinions about salty snacks and health by presence of children in household
                                                                                                                                                                                                                  • Figure 100: Opinions about health issues and salty snacks, by presence of children in hh, June 2008
                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Association of Convenience Stores
                                                                                                                                                                                                                • Blue Diamond Growers
                                                                                                                                                                                                                • Cape Cod Potato Chip Company, The
                                                                                                                                                                                                                • Centers for Disease Control and Prevention
                                                                                                                                                                                                                • Chelsea Milling Company
                                                                                                                                                                                                                • Clif Bar Inc.
                                                                                                                                                                                                                • ConAgra Foods, Inc
                                                                                                                                                                                                                • Diamond Foods, Inc.
                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                • Food Marketing Institute
                                                                                                                                                                                                                • Food Products Association
                                                                                                                                                                                                                • Frito-Lay, Inc
                                                                                                                                                                                                                • General Mills Inc
                                                                                                                                                                                                                • Greenfield Online
                                                                                                                                                                                                                • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                • Groupe Danone
                                                                                                                                                                                                                • Gruma Corporation
                                                                                                                                                                                                                • Herr Foods Inc.
                                                                                                                                                                                                                • IBM USA (International Business Machines)
                                                                                                                                                                                                                • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                                                • J & J Snack Foods Corp.
                                                                                                                                                                                                                • Kellogg Company
                                                                                                                                                                                                                • Ketchum
                                                                                                                                                                                                                • Kettle Foods, Inc.
                                                                                                                                                                                                                • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                • Mauna Loa Macadamia Nut Corp.
                                                                                                                                                                                                                • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                • Nestlé USA
                                                                                                                                                                                                                • Paramount Farms, Inc.
                                                                                                                                                                                                                • PepsiCo Inc
                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                • Quaker
                                                                                                                                                                                                                • Snack Food Association (SFA)
                                                                                                                                                                                                                • Snyder's of Hanover
                                                                                                                                                                                                                • Sunkist Growers, Inc.
                                                                                                                                                                                                                • Target Corporation
                                                                                                                                                                                                                • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                • The New York Times Company
                                                                                                                                                                                                                • Trader Joe's Company Inc
                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                • USA Today
                                                                                                                                                                                                                • Utz Quality Foods Inc.
                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                • Whole Foods Market Inc
                                                                                                                                                                                                                • Wise Foods Inc.

                                                                                                                                                                                                                Salty Snacks - US - August 2009

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