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Ruffles Chips SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: July 10, 2023Read time:

Here is a detailed SWOT analysis of Ruffles Chips covering strengths, weaknesses, opportunities and threats.

Ruffles Chips Strengths

  1. Available in different flavors catering to varying demand
  2. Available in low fat, low salt healthy version
  3. Great brand connect by target male segment due to innovative promotional campaigns centered around men centric events
  4. Good brand recall due to good promotional policies
  5. Good availability in various channels such as hypermarkets, supermarkets, discount retailers, casinos and gas stations

Above are the strengths in the SWOT Analysis of Ruffles Chips. The strengths of Ruffles Chips looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Ruffles Chips Weaknesses

  1. Too much usage of cheese as ingredient is considered as fattening food
  2. Sales is heavily dependent upon US and presence in other countries is almost negligible

These were the weaknesses in the Ruffles Chips SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Ruffles Chips Opportunities

  1. Branding opportunity in male specific events such as football events
  2. Opportunity to target young male teens in addition to middle age group
  3. Possibility of being portrayed as not so unhealthy food if sodium content is reduced considerably

Above we covered the opportunities in Ruffles Chips SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Ruffles Chips Threats

  1. Increased competition for gender specific snacks
  2. Increased threat of cannibalization from other Frito Lay products such as lays,Cheetos,Doritos and Tostilos
  3. Increasing perception of unhealthy ‘junk’ food and negative publicity as a result of protests by health groups

The threats in the SWOT Analysis of Ruffles Chips are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Ruffles Chips SWOT analysis.

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About Ruffles Chips

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Ruffles Chips Overview
Parent Company

Pepsi Co




Food & Beverages

Tagline/ Slogan

RRRuffles have ridges


Macho Image snack for the alpha male

Ruffles Chips STP

People seeking snacks

Target Market

Male, adventurous category in the age group of 18 - 35


Macho snack for the stereotypical male

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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