The Turkish Competition Authority has imposed a ₺1.3 billion ($36 million) fine on Frito-Lay, a subsidiary of PepsiCo, after ruling that the company engaged in anti-competitive practices designed to restrict market access for rival snack producers.

The investigation concluded that Frito-Lay – which manufactures popular brands including Lay’s, Doritos, Ruffles and Cheetos – breached fair competition laws by limiting the sales and visibility of competitors’ packaged chips across retail outlets in Turkey.

Under the authority’s ruling, Frito-Lay must implement a series of corrective measures to restore competition, particularly among small-format retailers of under 200 square metres.

Among the new requirements, retailers must dedicate at least 30% of visible vertical shelf space on Frito-Lay-branded stands to competitor products. This area must be clearly separated and marked as reserved for rival brands.

Frito-Lay has also been prohibited from offering financial incentives or preferential terms to retailers in exchange for exclusivity or product placement advantages. Additionally, each sales point will be limited to one Frito-Lay-branded stand, and if no competitor products are available, the designated competitor space must remain empty.

The Turkish regulator said the ruling aims to enhance consumer choice and ensure a more level playing field within the country’s packaged snack sector.

Both PepsiCo and Frito-Lay have been contacted for comment.