McCain, Frito-Lay Among World’s Most Valuable Brands
Potato processors McCain and Frito-Lay have made it the top 10 most valuable and strongest food brands in the world, according to an annual report released by Brand Finance, an independent brand valuation consultancy that was set up in 1996.
Frito-Lay, the chips brand owned by PepsiCo, ranked eights on the list with a brand value of USD4.699bn, up to 28.5% from 2018. Entering the top for the first time, McCain ranked ninth at USD4.675bn, up to 25.1% from the previous year.
Brand Finance notes McCain is a brand to watch. The company, a leader in the frozen food market, has expanded several of its flagship plants in order to meet growing demand. McCain has also widened its global footpoint acquiring a 49% stake in Brazil’s Forno de Minas.
Brand Finance calculates the value of the brands in its league tables using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. This involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that could be changed for its use, to arrive at a “brand value” understood as a net economic benefit that a lincesor would achieve by licensing the brand in the open market.