Frito-Lay Going All Natural With 50 Percent of Portfolio

PLANO, Texas -- Big changes are coming to half of Frito-Lay’s product line, but the company says consumers won’t taste the difference. PepsiCo’s Frito-Lay North America division plans to switch more than six dozen varieties of its products to all natural ingredients by the end of 2011, with Lay’s, Tostitos and SunChips leading the way.

"As the snack food category leader, we have insights that show consumers are seeking a wider range of products made with all natural ingredients. At Frito-Lay North America we want to provide customers with a broad portfolio of snack options that taste great and are made with real food ingredients," said Ann Mukherjee, senior vice president and chief marketing officer, Frito-Lay. "Many of the unflavored snacks in our portfolio are already made with all natural ingredients, and we’ve focused on expanding our portfolio of products with al natural ingredients to include more of consumers’ favorite flavored products."

The products made with all natural ingredients do not have any artificial or synthetic ingredients, and they do not contain any artificial flavors or artificial preservatives, or ingredients such as monosodium glutamate (MSG), according to the company. Those Frito-Lay products that will be made with all natural ingredients include all the flavors of Lay’s potato chips, Tostitos tortilla chips, SunChips multigrain snacks, Baked! snacks, and Rold Gold pretzels.

New products made with all natural ingredients are making their way to retailers across the country now, with more heading to shelves throughout the new year. Consumers will be able to identify the reformulated products because they carry a stamp on the package that calls out that the product is made with all natural ingredients, with no MSG, artificial preservatives or artificial flavors, the company added.

To reach shoppers, Frito-Lay plans to launch a television, print and in-store advertising campaign. The campaign will kick-off during the Tostitos Fiesta Bowl on Jan. 1 and it will include a focus on digital and social mediums. Furthermore, in 2011 Frito-Lay will use advertising and marketing to drive consumers to Facebook, with branded Facebook pages listed on product packaging.

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