Frito-Lay focusing on all natural ingredients

by Eric Schroeder
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PLANO, TEXAS — Frito-Lay North America, a division of PepsiCo, Inc., is undertaking a significant reformulation of its product portfolio that will result in approximately 50% of its products being made with all natural ingredients by the end of 2011.

The initiative will include three of Frito-Lay’s biggest brands — Lay’s potato chips, Tostitos tortilla chips and SunChips multigrain snacks — and will be identifiable in stores through a stamp on product packages calling out that the product is made with all natural ingredients, no monosodium glutamate (MSG), artificial preservatives or artificial flavors.

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

Among the more than six dozen varieties of Frito-Lay products that will be made with all natural ingredients are all the flavors of Lay’s potato chips, Tostitos tortilla chips, SunChips multigrain snacks, Baked! snacks and Rold Gold pretzels.

To support the initiative, Frito-Lay said it is undertaking its largest integrated marketing campaign: a portfolio-focused, 360-degree marketing campaign that will launch Jan. 1 during the Tostitos Fiesta Bowl. The campaign will include a significant focus on digital and social mediums to connect with consumers.

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