Background
In 1985 dip popularity had rose in the past years as a result of the convenience of use, multiple users, and popular trends in the United States. Dips are typically used as an appetizer, snack, or accompaniment to a meal.
Dips can be served along with chips, crackers, or raw vegetables. The market for dips is highly fragmented and difficult to measure, although 80% of dip sales are accounted for by supermarkets. Industry estimates state that total dip retail dollar sales volume through supermarkets was $620 million in 1985. Two-thirds of this dollar volume was captured by prepared dips; the other one third was accounted for by dip mixes for at home preparation. The major competitors in this segment were Kraft, Borden, a large number of regional dairies, and numerous store brands.
Exhibit 1 on page 119 shows a breakdown of the $620 million sales of dips in supermarkets by product type. Prepared Dips accounts for $420 million of supermarket dip sales while Dip Bases......

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Title: Frito Lays Dips Strategic Marketing
Approximate Word Count: 495
Approximate Pages: 2 (250 words per double-spaced page)

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