A multitude of subcultures also exist within the United states. The most recent u.s. census revealed that of slightly more than 280 million u.s. residents, nearly 80 million are black, Hispanic, and Asian. one company that has had success reaching Hispanic consumers, though not initially, is Frito Lay .Frito ray was disheartened that the foreign-born segment of the 46 million u.s. Hispanics was not buying its Latin flavored versions of Lay's and Doritos chips. The company looked south of the border to its $1 billion Mexican subsidiary, Sabritas, and brought 4 popular brands into the U.S. market, including sabritones chile and lime puff wheat snacks. The gamble paid off: Frito Lay's Sabritas brand doubled sales to over $100 million between 2002 and 2004