{"id":29768,"date":"2018-11-12T21:23:26","date_gmt":"2018-11-13T02:23:26","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/ridges-run-deep-how-pepsico-delivered-on-crunch-through-3d-printing\/"},"modified":"2018-11-12T22:12:49","modified_gmt":"2018-11-13T03:12:49","slug":"ridges-run-deep-how-pepsico-delivered-on-crunch-through-3d-printing","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/ridges-run-deep-how-pepsico-delivered-on-crunch-through-3d-printing\/","title":{"rendered":"RIDGES Run Deep: How PepsiCo Delivered on Crunch through 3D Printing"},"content":{"rendered":"<p>In 2012, the PepsiCo R&amp;D team aimed to deliver on a consumer insight: RUFFLES\u2019 target demographic, men ages 18-34,<a href=\"#_edn1\" name=\"_ednref1\">[i]<\/a> wanted a \u201cheartier\u201d<a href=\"#_edn2\" name=\"_ednref2\">[ii]<\/a> chip.<a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a><sup>, <a href=\"#_edn3\" name=\"_ednref3\">[iii]<\/a><\/sup> Director of PepsiCo Frito-Lay North America R&amp;D, Keith Barber, articulated the challenge: \u201c\u2018\u2026how do we design a heartier chip, while keeping it thin?\u2019\u201d<a href=\"#_edn4\" name=\"_ednref4\">[iv]<\/a><\/p>\n<p><figure id=\"attachment_29671\" aria-describedby=\"caption-attachment-29671\" style=\"width: 340px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Ruffles-Deep-Ridged-chip-design.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-29671\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Ruffles-Deep-Ridged-chip-design.png\" alt=\"\" width=\"340\" height=\"191\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Ruffles-Deep-Ridged-chip-design.png 370w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Ruffles-Deep-Ridged-chip-design-300x169.png 300w\" sizes=\"auto, (max-width: 340px) 100vw, 340px\" \/><\/a><figcaption id=\"caption-attachment-29671\" class=\"wp-caption-text\">RUFFLES Deep Ridged chip design\u00a0<a style=\"font-size: 16px\" href=\"#_edn6\" name=\"_ednref6\">[vi]<\/a><\/figcaption><\/figure>To solve this problem, the team looked to accentuate the depth and width of RUFFLES\u2019 ridges. After typical potato slicing and cooking yielded unusable prototypes (ridges were too sharp, structure could not withstand cooking process), the team 3D printed over twenty plastic chip prototypes, branded RUFFLES Deep Ridged (RUFFLES ULTIMATE in the US).<a href=\"#_edn5\" name=\"_ednref5\">[v]<\/a><\/p>\n<p>Prototyping with 3D printing enabled the team to get quick focus group feedback on the concept and determine whether to invest more time and resources into the design. 3D printing facilitated the development of the chip and the introduction of a new source of revenue: \u201c\u2018patents on the design, the cutter, the mouth experience.\u2019\u201d<a href=\"#_edn8\" name=\"_ednref8\">[viii]<\/a><\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_29814\" aria-describedby=\"caption-attachment-29814\" style=\"width: 700px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Double-3d-and-computer.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-29814 size-full\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Double-3d-and-computer.png\" alt=\"\" width=\"700\" height=\"191\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Double-3d-and-computer.png 700w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Double-3d-and-computer-300x82.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Double-3d-and-computer-600x164.png 600w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><figcaption id=\"caption-attachment-29814\" class=\"wp-caption-text\">RUFFLES Deep Ridged 3d rendering and 3d printed plastic prototype\u00a0<a href=\"#_edn7\" name=\"_ednref7\">[vii]<\/a><\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Today, consumer goods companies need 3D printing in order to rapidly prototype to meet evolving consumer tastes, capture trends, compete against established rivals, and protect against startups (who innovate in small batches, incurring minimal costs and turnaround times).<\/p>\n<p>As for how PepsiCo will address 3D printing in the future, longtime (and recently departed) CEO Indra Nooyi <em>doubled<\/em> the R&amp;D budget.<a href=\"#_edn9\" name=\"_ednref9\">[ix]<\/a> She also hired 3M\u2019s head of design, Mauro Porcini as Chief Design Officer<a href=\"#_edn10\" name=\"_ednref10\">[x]<\/a> and he now oversees the SoHo Design &amp; Innovation Center.<a href=\"#_edn11\" name=\"_ednref11\">[xi]<\/a> While this could be a hopeful sign for PepsiCo\u2019s future additive manufacturing capabilities, it is unclear what mediums the design team uses.<a href=\"#_edn12\" name=\"_ednref12\">[xii]<\/a><\/p>\n<p><figure id=\"attachment_29696\" aria-describedby=\"caption-attachment-29696\" style=\"width: 422px\" class=\"wp-caption alignright\"><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Black-Panther-Brisk.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-29696\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Black-Panther-Brisk.png\" alt=\"\" width=\"422\" height=\"229\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Black-Panther-Brisk.png 422w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2018\/11\/Black-Panther-Brisk-300x163.png 300w\" sizes=\"auto, (max-width: 422px) 100vw, 422px\" \/><\/a><figcaption id=\"caption-attachment-29696\" class=\"wp-caption-text\">Brisk <em>Black Panther<\/em> limited-edition can<a href=\"#_edn17\" name=\"_ednref17\">[xvii]<\/a><\/figcaption><\/figure>One warning signal is that for a 2018 co-promotion of Brisk and Marvel\u2019s <em>Black Panther<\/em>, the team outsourced a batch of 250 3D printed cans to Protolabs.<a href=\"#_edn13\" name=\"_ednref13\">[xiii]<\/a> While PepsiCo remains silent on in-house 3D printing efforts,<a href=\"#_ftn2\" name=\"_ftnref2\">[2]<\/a> it touts other innovation priorities like their Fast Pitch internal \u201cShark Tank\u201d<a href=\"#_edn14\" name=\"_ednref14\">[xiv]<\/a> and The Hive incubator.<a href=\"#_edn15\" name=\"_ednref15\">[xv]<\/a> Unlike Coca-Cola, PepsiCo does not employ a 3D printing specialist.<a href=\"#_edn16\" name=\"_ednref16\">[xvi]<\/a> Is PepsiCo outsourcing its additive manufacturing to external partners and startups in its incubator? Or is it just being secretive?<\/p>\n<p>Regardless, PepsiCo could improve the adoption of additive manufacturing by training their packaging and brand design experts in 3D printing. 3D prototypes should be used in consumer research as a better form of stimuli (vs. 2D printouts). And, while in the RUFFLES case they printed plastic, PepsiCo should consider how new technologies in 3D printing may enable them to produce edible prototypes.<\/p>\n<p>PepsiCo\u2019s organizational design raises questions. In addition to Porcini\u2019s SoHo office, innovation teams are split across function (marketing, design, e-commerce, digital) and category (hydration, fruit &amp; veg, e.g.).<a href=\"#_edn18\" name=\"_ednref18\">[xviii]<\/a> Is this division of innovation across units hindering adoption of additive manufacturing?<\/p>\n<p>And, with regards to manufacturing, can PepsiCo create and\/or ascertain flexibility in its production line to accommodate special edition packaging? For example, can a batch of 250 3D printed cans fit into the production line without incurring switchover costs?<\/p>\n<p>(Word Count: 798)<\/p>\n<p>&nbsp;<\/p>\n<p>FOOTNOTES<\/p>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> While women liked the \u201clight and airy\u201d nature of Lay\u2019s chips, men were looking for a chip with \u201cthick ridges, [that] is filling and offers a harder bite.\u2019\u201d Functionally, research showed that men were also looking for a chip that could &#8220;\u2018absorb the alcohol\u2019&#8221; but not dampen \u201c\u2018their buzz.\u2019\u201d<span style=\"font-size: 13.3333px\">\u00a0[iii]<\/span><\/p>\n<p><a href=\"#_ftnref2\" name=\"_ftn2\">[2]<\/a> PepsiCo Packaging Engineer Andrew Phinney spoke about the Brisk\/<em>Black Panther<\/em> partnership at TCT Show 2018, but did not speak on any internal additive manufacturing efforts. [xix]<\/p>\n<p>&nbsp;<\/p>\n<p>ENDNOTES\/WORKS CITED<\/p>\n<p><a href=\"#_ednref1\" name=\"_edn1\">[i]<\/a> PepsiCo, \u201cRuffles launches Ultimate Chips and Dips, offers first taste at MAXIM&#8217;s &#8216;ultimate party,&#8217;\u201d May 17, 2012, http:\/\/www.pepsico.com\/live\/story\/ruffles-launches-ultimate-chips-and-dips-offers-first-taste-at-maxims-ultimate-p05172012524, accessed November 2018.<\/p>\n<p><a href=\"#_ednref2\" name=\"_edn2\">[ii]<\/a> Daily Beast, \u201cThe Innovation Behind the Crunch Enjoyed Around the World,\u201d https:\/\/www.thedailybeast.com\/the-innovation-behind-the-crunch-enjoyed-around-the-world, accessed November 2018.<\/p>\n<p><a href=\"#_ednref3\" name=\"_edn3\">[iii, iv, v, vi]<\/a> E. J. Schultz, \u201cHow the Women Running RUFFLES Unscrambled the \u2018Bro Code,\u2019\u201d AdAge, June 2, 2013, https:\/\/adage.com\/article\/news\/women-running-ruffles-unscrambled-bro-code\/241821\/, access November 2018.<\/p>\n<p><a href=\"#_ednref4\" name=\"_edn4\"><\/a><\/p>\n<p><a href=\"#_ednref7\" name=\"_edn7\">[vii]<\/a> PepsiCo, \u201cThe Making of RUFFLES\u00ae Deep Ridged Potato Chips in 6 GIFs,\u201d May 12, 2015, http:\/\/www.pepsico.com\/live\/story\/the-making-of-ruffles-deep-ridged-potato-chips-in-6-gifs, accessed November 2018.<\/p>\n<p><a href=\"#_ednref8\" name=\"_edn8\">[viii, x, xiv]<\/a> Jennifer Reingold, \u201cPepsiCo\u2019s CEO Was Right. Now What?\u201d Fortune, June 5, 2015, http:\/\/fortune.com\/2015\/06\/05\/pepsico-ceo-indra-nooyi\/, accessed November 2018.<\/p>\n<p><a href=\"#_ednref9\" name=\"_edn9\">[ix]<\/a> Benjamin Snyder, \u201cThis potato chip has a surprisingly futuristic backstory,\u201d Fortune, June 6, 2015, http:\/\/fortune.com\/2015\/06\/06\/pepsi-chip-3d\/, accessed November 2018.<\/p>\n<p><a href=\"#_ednref11\" name=\"_edn11\">[xi]<\/a> PepsiCo, \u201cHeadquarters,\u201d http:\/\/design.pepsico.com\/contacts.php?v=73, accessed November 2018.<\/p>\n<p><a href=\"#_ednref12\" name=\"_edn12\">[xii]<\/a> PepsiCo, http:\/\/design.pepsico.com\/stories.php?v=73, accessed November 2018.<\/p>\n<p><a href=\"#_ednref13\" name=\"_edn13\">[xiii, xvii]<\/a> Protolabs, \u201cPepsiCo R&amp;D Team Elevates Packaging Design with 3D Printing,\u201d https:\/\/www.protolabs.com\/resources\/case-studies\/pepsico\/, accessed November 2018.<\/p>\n<p><a href=\"#_ednref14\" name=\"_edn14\">[xiv]<\/a> Jennifer Reingold, \u201cPepsiCo\u2019s CEO Was Right. Now What?\u201d Fortune, June 5, 2015, http:\/\/fortune.com\/2015\/06\/05\/pepsico-ceo-indra-nooyi\/, accessed November 2018.<\/p>\n<p><a href=\"#_ednref15\" name=\"_edn15\">[xv]<\/a> Brett Dworski, \u201cNew PepsiCo Platform to Develop Emerging Brands,\u201d CSP Daily News, August 22, 2018, https:\/\/www.cspdailynews.com\/snacks-candy\/new-pepsico-platform-develop-emerging-brands, accessed November 2018.<\/p>\n<p><a href=\"#_ednref16\" name=\"_edn16\">[xvi]<\/a> LinkedIn, Jim Watson, https:\/\/www.linkedin.com\/in\/jim-watson-b6ba9078\/, accessed November 2018.<\/p>\n<p><a href=\"#_ednref18\" name=\"_edn18\">[xviii]<\/a> LinkedIn, accessed November 2018.<\/p>\n<p>[xix] Laura Griffiths, \u201cTCT Show 2018: Airbus, PepsiCo and BMW to deliver additive manufacturing insights,\u201d TCT Magazine, September 17, 2018, https:\/\/www.tctmagazine.com\/tct-events\/tct-show-uk\/tct-show-2018-airbus-pepsi-bmw-additive-manufacturing-conference\/, accessed November 2018.<\/p>\n<p>[xx] (Cover Photo)\u00a0Dan Souza, &#8220;We Try the New Ruffles Ultimate Chips &#8216;For Men,'&#8221; Serious Eats,\u00a0https:\/\/www.seriouseats.com\/2012\/11\/ruffles-ultimate-chips-new-for-men-flavors.html, accessed November 2018.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>PepsiCo employed 3D printing to create the RUFFLES Deep Ridged masterpiece. Under Nooyi&#039;s leadership, the corporation greatly expanded its innovation capabilities; however, other innovation programs may be superseding additive manufacturing at PepsiCo.<\/p>\n","protected":false},"author":11299,"featured_media":29786,"comment_status":"open","ping_status":"closed","template":"","categories":[4102,3340,430,1815,161,1660,4351,3565],"class_list":["post-29768","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-3dprinting","category-additive-manufacturing","category-cpg","category-food-and-beverages","category-manufacturing","category-pepsico","category-product-design","category-rapid-protoyping","hck-taxonomy-organization-pepsico","hck-taxonomy-industry-food-and-beverage","hck-taxonomy-country-united-states"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/rc-tom-challenge-2018\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RIDGES Run Deep: How PepsiCo Delivered on Crunch through 3D Printing - Technology and Operations Management<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/ridges-run-deep-how-pepsico-delivered-on-crunch-through-3d-printing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RIDGES Run Deep: How PepsiCo Delivered on Crunch through 3D Printing - Technology and Operations Management\" \/>\n<meta property=\"og:description\" content=\"PepsiCo employed 3D printing to create the RUFFLES Deep Ridged masterpiece. 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