Cheetos. Lay's. Ruffles. Doritos. These are the brands so familiar to nearly every American. They read off like a list of celebrities. They're household words. And they instantly convey a flavor profile, an aroma, a signature texture-likely even childhood memories.

The collective puffed, popped, pellet and extruded snack segment continues to see positive sales activity and a strong level of product innovation.

Snacks are ingrained within U.S. consciousness. We’re a snacking culture. It’s built into our DNA.

Select segments of salty snacks like extruded snacks, chips and pretzels have aligned with prevailing shopper desires, and their sales numbers show it.