TORTILLA CHIPS (CHART)

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Rank Dollar sales to date Market share

'94 '93 Brand 1994 % chg 1994 1993

1 1 Doritos $549.8 17.1 40.6 38.7

2 2 Tostitos 312.2 17.4 23.0 21.9

3 5 Eagle 66.7 13.7 4.9 4.8

4 4 private label 64.5 4.8 4.8 5.1

5 3 Santitas 58.1 -19.1 4.3 5.9

6 19 Keebler Chacho's 36.5 693.2 2.7 0.4

7 6 Padrinos 21.5 -4.8 1.6 1.9

8 12 Guiltless Gourmet 21.1 213.5 1.6 0.6

9 8 Mission 20.8 17.8 1.5 1.5

10 7 La Famous 16.2 -18.7 1.2 1.6

Total tortilla chips 1,354.8 11.8 100.0 100.0

Dollars are in millions for 52 weeks ended April 9, 1994

Boosted by regular advertising and a barrage of new products-new flavors, snack sizes, restaurant styles-tortilla chips are crunching into potato chips' position as America's favorite salty snack. Frito-Lay maintained a lock on the category with big gains for Doritos and Tostitos.

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