Frito-Lay Goes Au Naturel With All Natural Ingredients

Posted: January 12, 2011 in Brand management

In recent years there are many trends towards having a healthier life. I am using the word “trend” because I have some question marks in my head: This tendency towards a healthier life might be temporary and people may give up following this trend by focusing other issues. Temporary or permanent, the fact is that today consumers are much more informed about the requirements of a healthy life. As they are buying a product, they are questioning whether it is healthy or unhealthy, organic or artificial, fattening or not. Also, aesthetical concerns of consumers are showing an upward trend with the idea of becoming zero-size imposed by media.

According to Mintel’s Global New Product Database, approximately 14 per cent of the new food and drink product launches in the US last year were marketed on a an all ‘natural’ label claim. The fact is that many companies have been aware of this growing trend. Frito-Lay is only one of the companies which have realized this growing trend and made a move.

PepsiCo’s Frito-Lay North America division has announced that approximately 50 percent of its product portfolio will be made with all natural ingredients, including three of its biggest brands; Lay’s potato chips, Tostitos tortilla chips and SunChips multigrain snacks. Frito-Lay spokesperson, Aurora Gonzales comments that the move is motivated by consumer demand.

The snack food maker said that more than six dozen varieties of Frito-Lay products will be made with all natural ingredients including all the flavours of Lay’s potato chips, Tostitos tortilla chips, SunChips multigrain snacks, Baked! snacks, and Rold Gold pretzels by the end of 2011. The snacks will not have any artificial or synthetic ingredients, and will not contain any artificial flavours or artificial preservatives, nor synthetic ingredients such as monosodium glutamate (MSG).

Ann Mukherjee, Senior Vice President and Chief Marketing Officer, Frito-Lay said that: “As the snack food category leader, we have insights that show consumers are seeking a wider range of products made with all natural ingredients.. we want to provide our customers with a broad portfolio of snack options that taste great and are made with real food ingredients.”

New products made with all natural ingredients are now becoming available at retailers nationwide with more products launching throughout 2011. The reformulated products will be easily identifiable in stores because there will be a stamp on package that calls out that the product is made with all natural ingredients, with no MSG, artificial preservatives or artificial flavors.

Frito-Lay is launching the largest integrated marketing campaign in the history of the company in order to support the transformation. The portfolio-focused, 360 degree marketing campaign during the Tostitos Fiesta Bowl is coming on the scene. Also, Frito-Lay plans to use digital media to drive consumers to not only its Facebook page but also individual brands’ Facebook pages. As a result, company can take advantage of the broadest portfolio of consumer products which include a Facebook URL to date.

The crowning touches of the campaign will include not only television/print advertising, but also in-store promotions. Within this framework, Mukherjee said “Throughout the campaign, Frito-Lay is highlighting our ‘seed to shelf’ story, which shows the care and pride that goes into every step to make our products, from the real ingredients that we use, to the real culinary arts and quality employee experts,” adding that “We are pulling back the curtain and inviting consumers to learn how our products are created, from our kitchen into theirs.

Although the answer of the question “guilt-free snacking” is No, the answer of the question “less guilt” is Yes with this move. You will decide to eat or not to eat.

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