1

                                                                   Exhibit 10.1

                                  LANCE, INC.

         1999 Annual Corporate Performance Incentive Plan for Officers

Purposes and Introduction 

         The primary purposes of the 1999 Annual Corporate Performance
         Incentive Plan for Officers are to:

         --       Motivate behaviors that lead to the successful achievement of
                  specific financial and operations goals that support Lance's
                  stated business strategy.

         --       Emphasize link between participants' performance and rewards
                  for meeting predetermined, specific goals.

         --       Improve the competitiveness of total cash pay opportunities.

         --       Help establish performance orientation at Lance and
                  communicate to employees that greater responsibility carries
                  greater rewards because more pay is "at risk."

         For 1999, participants will be eligible to earn incentive awards based
         on Company performance in Earnings Per Share (EPS).

         To achieve the maximum motivational impact, plan goals and the rewards
         that will be received for meeting those goals will be communicated to
         participants as soon as practical after the 1999 Plan is approved by
         the Compensation/Stock Option Committee of the Board of Directors.

         Each participant will be assigned a Target Incentive Award, stated as
         a percent of Base Salary. The Target Incentive Award, or a greater or
         lesser amount, will be earned at the end of the plan year based on the
         attainment of predetermined goals.

         Following year-end, 100% of the awards earned will be paid to
         participants in cash.

Plan Year

         The period over which performance will be measured is the Company's
         fiscal year.



                                       1
   2

Eligibility and Participation

         Eligibility in the Plan is limited to Officers who are key to Lance's
         success. The Compensation/Stock Option Committee of the Board of
         Directors will review and approve participants nominated by the
         President and CEO. Participation in one year does not guarantee
         participation in a following year, but instead will be reevaluated and
         determined on an annual basis.

         Participants in the Plan may not participate in any other annual
         incentive plan (e.g., sales incentives, etc.) offered by Lance or its
         affiliates.

         Attachment A includes the list of 1999 participants approved by the
         Compensation/Stock Option Committee at its February 15, 1999 meeting.

Target Incentive Awards

         Each participant will be assigned a Target Incentive Award expressed
         as a percentage of his or her Base Salary. Participants may be
         assigned Target Incentive Awards by position by salary level or based
         on other factors as determined by the President and CEO.

         Target Incentive Awards will be reevaluated at least every other year,
         if not annually. If the job duties of a position change during the
         year, or Base Salary is increased significantly, the Target Incentive
         Award shall be revised as appropriate.

         Attachment A lists the Target Incentive Award for each participant for
         the 1999 Plan Year. These Awards will be reviewed and adjusted
         annually by the Compensation/Stock Option Committee. Target Incentive
         Awards will be communicated to each participant as close to the
         beginning of the year as practicable, in writing. Final awards will be
         calculated by multiplying each participant's Target Incentive Award by
         the appropriate percentage (based on financial performance for the
         year, as described below).

Individual Performance

         Each Officer will receive 75% of his or her Incentive Award based on
         the Target Incentive Award calculations based on Earnings Per Share.
         The remaining 25% of each Officer's Incentive Award will be placed in
         a pool for all of the Officers with the amount to be received by each
         Officer based upon the determination by the Compensation/Stock Option
         Committee in its discretion as to the individual performance of the
         Officer in meeting his or her individual goals for the year. Thus,
         each Officer could receive none, a portion or all of the pool composed
         of 25% of the Incentive Awards of each Officer, based on individual
         performance.



                                       2
   3

Performance Measures and Weightings

         The 1999 financial performance measure will be Earnings Per Share.
         Specific goals and related payouts are shown below.



                                                    1999 Goals and Related Payouts
                                          ----------------------------------------------------
                                                                Payout as Percent
         Performance Measure              Goal                  of Target Award
         -------------------------------------------------------------------------------------
                                                                              
         Financial: Corporate EPS

         Minimum                          1999 Annual EPS: $*   50% (if met at minimum)

                                                                If minimum is not met, no
                                                                payouts will be earned

         Target                           1999 Annual EPS: $*   100% (if met at target)

         Maximum                          1999 Annual EPS: $*   150% (if met at maximum)
         -------------------------------------------------------------------------------------


         Percent of payout will be determined on a straight line basis between
         minimum and maximum. There will be no payouts if 1999 Annual EPS is
         less than $*.

Extraordinary Performance

         For each full $* of Annual EPS in excess of $* Annual EPS, the
         percentage of Target Incentive Award payout for each participant will
         increase 5%, provided that total payout shall not exceed 200% of
         Target Incentive Award. The extraordinary payout of 5% of Target
         Incentive Award will be earned only when the full additional $* per
         share is earned; extraordinary payouts will be determined on a "stair
         step" basis.

         The performance measure, specific numerical goals and the role of
         individual performance in determining final payouts will be
         communicated to each participant at the beginning of the year. Final
         performance awards will be calculated after the Committee has reviewed
         the Company's audited financial statements for 1999 and determined the
         performance level achieved.



                    [*Targets not required to be disclosed.]



                                       3
   4

         Minimum, Target, Maximum and Extraordinary performance levels will be
         defined at the beginning of each year for each performance measure.

         The following definitions for the terms Extraordinary, Maximum, Target
         and Minimum should help Lance set the goals for each year, as well as
         evaluate the payouts:

         --       Extraordinary: Exceeds excellence; deserves extraordinary
                  bonus

         --       Maximum: Excellent; deserves an above-market bonus

         --       Target: Normal or expected performance; deserves market level
                  bonus

         --       Minimum: Lowest level of performance deserving payment above
                  base salary; deserves below market bonus

         --       Below minimum: Deserves no additional pay beyond base salary

Form and Timing of Payments 

         Final award payments will be made in cash as soon as practicable after
         award amounts are approved by the Compensation/Stock Option Committee
         of the Board of Directors. All awards will be rounded to the nearest
         $100.

Change In Status

         In the event that a participant changes positions during the plan
         year, whether due to promotion, demotion or lateral move, at the
         discretion of the President and CEO, awards may be prorated for the
         year based on the length of time in each position.

         An employee hired into an eligible position during the year may
         participate in the plan for the balance of the year on a pro rata
         basis.

Certain Terminations of Employment

         In the event a participant voluntarily terminates employment or is
         terminated involuntarily before the end of the year, any award will be
         forfeited. In the event of death, permanent disability, or normal or
         early retirement, the award will be paid on a pro rata basis after the
         end of the plan year. Awards otherwise will be calculated on the same
         basis as for other participants, except that any adjustment for
         individual performance will be based on performance prior to the
         termination of employment.



                                       4
   5

Change In Control

         In the event of a Change in Control, pro rata payouts will be made at
         the greater of (1) Target or (2) actual results for the year-to-date,
         based on the number of days in the plan year preceding the Change in
         Control. Payouts will be made within 30 days after the relevant
         transaction has been completed.

         For this purpose, a Change in Control is defined as when any person,
         corporation or other entity and its affiliates (excluding members of
         the Van Every Family and any trust, custodian or fiduciary for the
         benefit of any one or more members of the Van Every Family) acquires
         or contracts to acquire or otherwise controls in excess of 35% of the
         then outstanding equity securities of the Company. For the purposes of
         this plan, the Van Every Family shall mean the lineal descendants of
         Salem A. Van Every, Sr., whether by blood or adoption, and their
         spouses.

Withholding

         The Company shall withhold from award payments any Federal, foreign,
         state, or local income or other taxes required to be withheld.

Communications

         Progress reports, should be made to participants quarterly, showing
         the year-to-date performance results, and the percentage of target
         awards that would be earned if results remain at that level for the
         entire year.

Executive Officers  

         Notwithstanding any provisions to the contrary above, participation,
         Target Incentive Awards and prorations for executive officers,
         including the President and CEO, shall be approved by the
         Compensation/Stock Option Committee.

Governance

         The Compensation/Stock Option Committee of the Board of Directors of
         Lance, Inc. is ultimately responsible for the administration and
         governance of the Plan. Actions requiring Committee approval include
         final determination of plan eligibility and participation,
         identification of performance goals and final award determination. The
         decisions of the Committee shall be conclusive and binding on all
         participants.


                                       5
   6

                                  Attachment A


[Target awards omitted for participants as targets not required to be
disclosed.]