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Company > Snyder's-Lance: Business Model, SWOT Analysis, and Competitors 2023

Snyder's-Lance: Business Model, SWOT Analysis, and Competitors 2023

Published: Apr 01, 2023

Inside This Article


    In this blog article, we will delve into Snyder's-Lance, a leading player in the snack food industry, and analyze their business model, conduct a SWOT analysis, and explore their competitors. Snyder's-Lance is a renowned company that specializes in producing and distributing a wide range of snack products, including pretzels, chips, and crackers. By examining their business model, we can gain insights into their strategies for success. Additionally, a SWOT analysis will provide an overview of their strengths, weaknesses, opportunities, and threats. Finally, we will explore the competitive landscape to understand how Snyder's-Lance positions itself in the market against other industry players.

    What You Will Learn:

    • Who owns Snyder's-Lance and how it impacts the company's operations and decision-making.
    • The mission statement of Snyder's-Lance and how it guides the company's strategic direction.
    • How Snyder's-Lance generates revenue and the key components of its business model canvas.
    • The major competitors of Snyder's-Lance and their impact on the company's market position.
    • An analysis of Snyder's-Lance's strengths, weaknesses, opportunities, and threats (SWOT analysis) to understand its competitive landscape and potential challenges.

    Who owns Snyder's-Lance?


    Snyder's-Lance is a well-known snack food company that produces and markets various brands of snacks, including Snyder's of Hanover pretzels, Lance crackers, Cape Cod Potato Chips, and many others. The company has a rich history dating back to its establishment in 1912, and over the years, it has experienced several ownership changes.

    The Campbell Soup Company

    In 2018, the Campbell Soup Company acquired Snyder's-Lance in a deal worth approximately $4.9 billion. This acquisition was a strategic move by Campbell Soup to diversify its product portfolio and expand into the fast-growing snack food industry.

    The Formation of Snyder's-Lance

    Prior to the acquisition by Campbell Soup, Snyder's of Hanover and Lance Inc. merged in 2010 to form Snyder's-Lance Inc. This merger brought together two iconic snack food companies and allowed for greater market presence and increased efficiency in production and distribution.

    Previous Ownership

    Before the merger, Snyder's of Hanover was privately owned by the Snyder family. The company was founded by Harry V. Warehime in Hanover, Pennsylvania, and remained in the family's hands for several generations. Lance Inc., on the other hand, was a publicly traded company based in Charlotte, North Carolina.

    Current Ownership and Beyond

    Following the acquisition by Campbell Soup, Snyder's-Lance became a subsidiary of the company. However, in 2019, Campbell Soup announced its plans to sell its international operations, including Snyder's-Lance, as part of its strategy to focus on its core businesses.

    In April 2021, Snyder's-Lance was acquired by Utz Brands, a leading U.S. snack food company. Utz Brands, established in 1921, has a long-standing history in the snack food industry and is known for its extensive portfolio of popular brands.

    As of now, Utz Brands is the proud owner of Snyder's-Lance, continuing the legacy of these beloved snack food brands and further expanding its presence in the competitive snack market.


    Throughout its history, Snyder's-Lance has experienced various ownership changes. From being privately owned by the Snyder family to its merger with Lance Inc. and subsequent acquisition by Campbell Soup, the company has seen significant transformations. Today, under the ownership of Utz Brands, Snyder's-Lance continues to thrive and offer a wide range of delicious snacks enjoyed by consumers worldwide.

    What is the mission statement of Snyder's-Lance?

    The Mission Statement of Snyder's-Lance: Nourishing Consumers' Lives

    Snyder's-Lance, a leading snack food company, has a clear and concise mission statement that reflects their commitment to nourishing consumers' lives. The company's mission is centered around providing high-quality, delicious snacks that enhance the daily lives of their customers.

    As a snack food manufacturer, Snyder's-Lance understands that their products play a significant role in people's lives. Whether enjoyed as a treat during a movie night, a quick bite during a busy day, or a part of a family gathering, snacks bring joy and satisfaction to consumers. Recognizing this, Snyder's-Lance aims to deliver snacks that not only taste great but also contribute to a healthier and more enjoyable lifestyle.

    The company's mission statement emphasizes their dedication to continuous innovation and improvement. Snyder's-Lance strives to create snacks that meet the ever-changing needs and preferences of their customers. By staying ahead of the curve and adapting to evolving trends in the snack industry, they are able to consistently offer new and exciting products that resonate with a wide range of consumers.

    Furthermore, Snyder's-Lance is committed to fostering a culture of sustainability and responsibility. They recognize the importance of environmental stewardship and work towards minimizing their ecological footprint. From sustainable sourcing of ingredients to implementing energy-efficient practices in their manufacturing processes, Snyder's-Lance aims to contribute positively to the well-being of the planet.

    In addition to their focus on quality and sustainability, Snyder's-Lance is dedicated to giving back to the communities they serve. Their mission statement reflects the company's commitment to social responsibility and community engagement. Through various initiatives and partnerships, they strive to make a positive impact on local communities, supporting causes that align with their values.

    In summary, Snyder's-Lance's mission statement encompasses their dedication to nourishing consumers' lives through the production of high-quality, innovative snacks. This commitment is demonstrated through their focus on taste, sustainability, and community involvement. By continuously striving to exceed customer expectations and contribute positively to society, Snyder's-Lance remains a trusted and beloved snack food brand.

    How does Snyder's-Lance make money?

    Snack Sales

    One of the primary ways Snyder's-Lance generates revenue is through the sale of its wide range of snack products. The company offers a diverse portfolio of well-known brands, including Snyder's of Hanover pretzels, Lance sandwich crackers, Cape Cod potato chips, Pop Secret popcorn, Kettle Brand potato chips, and many more. These snacks are sold through various channels such as grocery stores, convenience stores, mass merchandisers, and online platforms. Snyder's-Lance's snacks are popular among consumers of all ages, and their strong brand recognition and quality products contribute significantly to the company's revenue stream.

    Distribution Agreements

    Snyder's-Lance also earns money through distribution agreements with other snack food companies. By leveraging its extensive distribution network and expertise in the snack industry, the company partners with smaller brands to help distribute their products. Through these agreements, Snyder's-Lance benefits from additional revenue streams by reaching a broader customer base and expanding its product offerings. This strategy allows the company to tap into new market segments and capitalize on the popularity of emerging snack brands.

    Private Label Manufacturing

    Another source of revenue for Snyder's-Lance comes from private label manufacturing. Private label products are snacks that are produced by Snyder's-Lance but sold under the retailer's brand name. Many grocery stores and other retailers offer their own private label snacks as a more affordable alternative to national brands. Snyder's-Lance's expertise in snack manufacturing enables it to produce high-quality private label products for these retailers. By partnering with retailers, the company can generate revenue while providing a cost-effective solution for them to offer their customers.

    International Expansion

    Snyder's-Lance has also pursued international expansion as a means of boosting its revenue. The company has successfully entered various international markets, including Canada, the United Kingdom, and several European countries. By adapting its product offerings to suit local tastes and preferences, Snyder's-Lance has been able to establish a presence in these markets and generate revenue from a global customer base. International expansion provides the company with new growth opportunities and diversifies its revenue streams, reducing dependence on the domestic market.

    In conclusion, Snyder's-Lance generates revenue through snack sales, distribution agreements, private label manufacturing, and international expansion. By leveraging its diverse product portfolio, strong distribution network, and strategic partnerships, the company continues to thrive in the competitive snack industry.

    Snyder's-Lance Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that allows businesses to describe, design, challenge, and pivot their business models. It provides a visual representation of the nine key building blocks that make up a business and helps entrepreneurs and managers understand how these components interact with each other.

    Overview of Snyder's-Lance Business Model Canvas

    Snyder's-Lance, a leading snack food company, utilizes the Business Model Canvas to define and analyze its business model. By examining each building block, Snyder's-Lance gains a comprehensive understanding of its operations, customers, and value proposition.

    Key Building Blocks of Snyder's-Lance Business Model Canvas

    1. Key Partnerships: Snyder's-Lance collaborates with a network of suppliers, distributors, and retailers to ensure the availability of its snack products to consumers worldwide. These partnerships help the company expand its market reach and maintain a reliable supply chain.

    2. Key Activities: The key activities of Snyder's-Lance include manufacturing, marketing, and distributing a wide range of snack food products. The company focuses on product innovation, quality control, and efficient production processes to meet consumer demands.

    3. Key Resources: Snyder's-Lance relies on various resources to support its operations, such as manufacturing facilities, distribution centers, research and development capabilities, and a strong brand reputation. These resources enable the company to deliver high-quality snacks to its customers.

    4. Value Proposition: Snyder's-Lance differentiates itself by offering a diverse portfolio of snack products that cater to different consumer preferences. The company focuses on delivering snacks that are tasty, convenient, and made with high-quality ingredients. By providing value to its customers, Snyder's-Lance builds brand loyalty and drives sales.

    5. Customer Segments: Snyder's-Lance targets a wide range of customer segments, including individuals seeking healthier snack options, families looking for convenient and tasty snacks, and businesses in need of vending machine products. By understanding the specific needs of each segment, the company tailors its marketing and product offerings accordingly.

    6. Customer Relationships: Snyder's-Lance aims to build strong and long-lasting relationships with its customers. The company engages with consumers through various channels, including social media, customer support, and loyalty programs. By actively listening to feedback and addressing concerns, Snyder's-Lance fosters trust and loyalty among its customer base.

    7. Channels: Snyder's-Lance utilizes a multi-channel distribution strategy to reach its customers. The company distributes its products through retail stores, e-commerce platforms, vending machines, and foodservice channels. This omni-channel approach ensures maximum accessibility and convenience for consumers.

    8. Cost Structure: Snyder's-Lance manages its costs by optimizing its supply chain, streamlining production processes, and investing in efficient distribution networks. By carefully controlling expenses while maintaining product quality, the company ensures profitability and competitiveness in the snack food market.

    9. Revenue Streams: Snyder's-Lance generates revenue through the sale of its snack products to consumers and businesses. The company also earns revenue through licensing agreements and co-branding partnerships. By diversifying its revenue streams, Snyder's-Lance reduces dependency on a single source and enhances its financial stability.


    By utilizing the Business Model Canvas, Snyder's-Lance gains a comprehensive understanding of its business model and identifies areas for improvement and innovation. This strategic tool allows the company to align its operations, customer focus, and value proposition, ensuring long-term success in the competitive snack food industry.

    Which companies are the competitors of Snyder's-Lance?

    Direct Competitors

    Snyder's-Lance, a prominent player in the snack food industry, faces fierce competition from several other companies. These direct competitors not only target the same consumer base but also offer similar products, thereby vying for market share and consumer loyalty.

    1. Frito-Lay: As one of the largest snack food companies in the world, Frito-Lay competes directly with Snyder's-Lance. Frito-Lay, a subsidiary of PepsiCo, offers a wide range of snacks, including potato chips, tortilla chips, pretzels, and popcorn. With well-established brands like Lay's, Doritos, and Cheetos, Frito-Lay poses a significant threat to Snyder's-Lance's market position.

    2. Utz Quality Foods: Utz Quality Foods is another major competitor of Snyder's-Lance. Known for their potato chips, pretzels, and cheese balls, Utz has a strong presence in the snack food market. The company focuses on producing high-quality snacks with a wide variety of flavors, appealing to a diverse range of consumer preferences.

    3. Herr Foods Inc.: Herr Foods Inc., a family-owned business, competes directly with Snyder's-Lance in the snack food industry. Offering a range of snacks such as potato chips, pretzels, cheese curls, and popcorn, Herr Foods has built a loyal customer base since its establishment in 1946. Their commitment to quality and dedication to customer satisfaction make them a tough contender for Snyder's-Lance.

    Indirect Competitors

    Apart from direct competitors, Snyder's-Lance also faces competition from several indirect competitors who offer alternative snacking options or target a slightly different consumer segment.

    1. Kellogg Company: Although primarily known for its breakfast cereals, Kellogg Company also competes with Snyder's-Lance in the snack food market. With brands like Pringles, Cheez-It, and Keebler, Kellogg offers a diverse range of snacks that cater to various tastes and preferences.

    2. Mondelez International: Mondelez International, a multinational confectionery, food, and beverage conglomerate, poses indirect competition to Snyder's-Lance. With renowned snack brands like Nabisco, Ritz, and Triscuit, Mondelez offers a wide range of snack options to consumers, often competing for shelf space and consumer attention.

    3. General Mills: General Mills, primarily known for its breakfast cereals, also enters the snack food market. Their snack brands, such as Chex Mix, Bugles, and Gardetto's, provide a variety of unique flavors and textures, attracting consumers who seek unconventional snacking experiences.

    By keeping a keen eye on both direct and indirect competitors, Snyder's-Lance can adapt its strategies, innovate, and maintain its competitive edge in the dynamic snack food industry.

    Snyder's-Lance SWOT Analysis


    Snyder's-Lance, a leading snack food company, has several strengths that contribute to its success in the market. Firstly, the company has a diverse and well-known brand portfolio that includes popular snack brands like Snyder's of Hanover, Lance, Cape Cod, Kettle Brand, and Pop Secret. This extensive brand portfolio allows Snyder's-Lance to cater to a wide range of consumer preferences and ensures a presence in various snack categories.

    Another key strength of Snyder's-Lance is its commitment to product innovation. The company consistently introduces new flavors, packaging formats, and healthier options to meet evolving consumer demands. For instance, they have successfully tapped into the growing demand for healthier snacks by offering gluten-free, organic, and non-GMO options. This ability to adapt to changing market trends has helped Snyder's-Lance maintain its competitive edge and attract a broader consumer base.

    Furthermore, Snyder's-Lance benefits from a strong distribution network. The company has established relationships with major retailers and distributors, allowing its products to be widely available across various channels, including grocery stores, convenience stores, and online platforms. This extensive distribution network gives Snyder's-Lance a significant advantage in expanding its market reach and increasing sales volume.


    Despite its strengths, Snyder's-Lance also faces certain weaknesses that it needs to address. One notable weakness is the company's dependence on a limited number of major customers. A significant portion of Snyder's-Lance's revenue comes from a few large retailers, which exposes the company to risks associated with sudden changes in buyer preferences or potential loss of key accounts. To mitigate this weakness, Snyder's-Lance should focus on diversifying its customer base and expanding into new distribution channels.

    Another weakness lies in the company's vulnerability to fluctuations in raw material prices. As a snack food manufacturer, Snyder's-Lance heavily relies on ingredients like potatoes, corn, and wheat. Any significant increase in the cost of these raw materials can impact the company's profitability. To overcome this weakness, Snyder's-Lance could explore strategic partnerships with suppliers or invest in vertical integration to gain better control over the supply chain and minimize the impact of price fluctuations.


    Snyder's-Lance operates in a snack food market that offers several growth opportunities. One significant opportunity is the increasing demand for healthier snacks and better-for-you options. With the growing consumer focus on well-being and nutrition, Snyder's-Lance can continue to expand its portfolio of healthier snacks, such as baked chips, veggie straws, and organic popcorn. By capitalizing on this trend, the company can attract health-conscious consumers and tap into a rapidly growing market segment.

    Furthermore, Snyder's-Lance has the opportunity to expand its presence in international markets. Although the company already has a global footprint, there are still untapped regions where snack consumption is on the rise. By leveraging its strong brand portfolio and distribution capabilities, Snyder's-Lance can enter new markets, establish partnerships with local retailers, and capture a greater share of the global snack market.


    In addition to opportunities, Snyder's-Lance must also be aware of potential threats that could impact its business. One significant threat is intense competition within the snack food industry. Numerous competitors, ranging from large multinational companies to smaller regional players, vie for market share and consumer attention. To stay competitive, Snyder's-Lance needs to continually innovate, differentiate its products, and invest in marketing and advertising to maintain brand awareness and loyalty.

    Another threat to Snyder's-Lance is the ever-changing regulatory environment. The food industry is subject to various regulations related to labeling, nutritional content, and food safety. Complying with these regulations can be costly and time-consuming. Moreover, changes in regulations or the introduction of new laws can impact the company's operations and require adjustments to its product formulations or manufacturing processes. Snyder's-Lance must closely monitor regulatory developments and ensure compliance to mitigate potential risks.

    By conducting a comprehensive SWOT analysis, Snyder's-Lance can identify its strengths, weaknesses, opportunities, and threats. This analysis serves as a valuable tool to guide the company's strategic decision-making, allowing it to leverage its strengths, address weaknesses, seize opportunities, and navigate potential threats in the dynamic snack food industry.

    Key Takeaways

    • Snyder's-Lance is owned by Campbell Soup Company, a multinational food company.
    • The mission statement of Snyder's-Lance is to create delicious and wholesome snacks that bring joy to consumers' lives.
    • Snyder's-Lance primarily makes money through the production and sale of a wide range of snack products, including pretzels, chips, crackers, and cookies.
    • The Business Model Canvas of Snyder's-Lance encompasses key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.
    • Snyder's-Lance faces competition from various snack food companies, including Frito-Lay, Mondelez International, and Kellogg's, among others.
    • In terms of SWOT analysis, Snyder's-Lance possesses strengths such as a diverse product portfolio and strong brand recognition, but also faces weaknesses like dependence on external suppliers. It has opportunities to expand into new markets and innovate, while threats include intense competition and changing consumer preferences.


    In conclusion, Snyder's-Lance is owned by Campbell Soup Company, a well-known food and beverage company. The mission statement of Snyder's-Lance is to create and market snack foods that satisfy consumers' cravings with quality products. The company makes money through various channels, including selling its snacks through retail stores, online platforms, and foodservice outlets. By analyzing the Snyder's-Lance Business Model Canvas, we can see that the company focuses on key activities such as product development, marketing, and distribution to generate revenue. It faces competition from several companies in the snack foods industry, including Frito-Lay, Utz Quality Foods, and Kellogg's. Conducting a SWOT analysis revealed that Snyder's-Lance has strengths in brand recognition and a wide range of product offerings, while facing challenges such as increasing competition and changing consumer preferences. Overall, Snyder's-Lance has established itself as a prominent player in the snack foods market, and its continued success will depend on its ability to adapt to evolving consumer trends and maintain its competitive edge.

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