Organic Doritos Give Frito-Lay a Pathway Into Whole Foods
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Amazon.com Inc.’s acquisition of Whole Foods is coming at just the right time for Frito-Lay, the snack giant known for Doritos, Ruffles and Funyuns.
The division of PepsiCo Inc. now has versions of 11 core chip brands without artificial ingredientsincluding Lay’s, Tostitos and Cheetosand it’s aiming to break out of the traditional snack aisle and get into organic grocery stores. The lineup, marketed under the name “Simply,” meets all the criteria needed to be sold in Whole Foods, according to PepsiCo executive Jonathan McIntyre.
It’s all part of a push to build a more healthful reputation for Frito-Lay brands, a significant undertaking at a company famous for bright-orange cheese powder. Natural products are the biggest source of growth for the industry right now, said McIntyre, who oversees research and development for PepsiCo’s snacks. And Frito-Lay sees an opportunity to reach new customersand charge higher pricesby targeting organic-food shoppers.
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