PLANO, TX — Snack food giant Frito-Lay has launched a search for an agency to handle its lucrative US PR business, PRovoke Media has learned.

Sources familiar with the process said the Pepsico company is looking for an agency that will be responsible for the full range of communications. Corporate and brand work, influence marketing and issues management are included in the remit.

Ketchum is currently Frito-Lay’s North American PR agency. Sources said the pitch is currently underway, with the goal of wrapping up by the end of the year.

A spokesperson said the company is unable to comment at this time.

Frito-Lay, which merged with Pepsi-Cola to form Pepsico in 1965, has 29 brands including hallmark products like Fritos, Doritos and Cheetos.

For several years, Frito-Lay North America has been the fastest growing division of Pepsico, whose notable assets include Quaker Foods, Tropicana and Gatorade. Frito-Lay is responsible for roughly one-quarter of Pepsico’s total revenue, which was $67 billion in 2019.