PepsiCo cutting prices on Doritos and other snacks by up to 15%

Food Dive reported the development on 2026-02-03. The Cheetos maker said the reductions will “improve competitiveness” and boost purchase frequency among cash-strapped consumers.

The report places the news in a wider commercial context. PepsiCo is lowering prices for brands including Doritos and Cheetos by up to 15% in a bid to reignite growth and win back inflation-wary consumers who have cut back on spending. Executives at the beverage and snacking giant said the company tested out deeper price reductions during the second half of 2025 and found these initiatives improved purchase frequency with shoppers.

For the food sector, the practical implications extend beyond the immediate announcement. “We’ve spent the past year listening closely to consumers, and they’ve told us they’re feeling the strain,” Rachel Ferdinando, CEO of PepsiCo Foods U.S., said in a release. “Lowering prices is one step — an important one — in our commitment to deliver for consumers and strengthen our brands for the future.”.

Attention now turns to how companies, customers and regulators respond. PepsiCo is the latest large food company to cut back prices in a bid to fuel growth. Cheerios and Nature Valley bar maker General Mills said in December it cut prices on nearly two-thirds of its grocery products in North America, resulting in an uptick in product volume. Food companies have been increasing prices for several years in a bid to offset rising costs, optimistic that loyal.