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Frito-Lay goes natural

Frito-Lay North America plans to take 50 per cent of its products “all natural” by end of 2011


PepsiCo’s Frito-Lay North America has announced plans to reformulate 50 per cent of its snack products so that they contain only natural ingredients, without artificial flavours, preservatives and additives.

In all, the company says about six dozen of its snack varieties will be reformulated, including its top brands, Lay’s potato chips, Tostitos tortilla chips and SunChips multigrain snacks. The reformulated products will feature a stamp on the package to highlight the natural ingredients.

“Many of the unflavoured 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’ favourite flavoured products,” says Ann Mukherjee, senior vice-president and chief marketing officer for Frito-Lay North America.

According to the company, products will be launched throughout the year. Frito-Lay is planning extensive marketing efforts to accompany the launch, including print and television ads, in-store promotions and through social media.