Frito-Lay, the snacks division of food and beverage multinational PepsiCo, is aiming to reach out to new audiences with the launch of organic Doritos tortilla chips.
According to a report in the Chicago Tribune, the move is part of a strategy to identify Frito-Lay brands as being more natural and healthy.
Organic Doritos are being introduced under the Simply banner – a product range that includes Cheetos, Doritos, Lay’s and Tostitos branded products formulated to be free from artificial colours and flavours.
“The notion of clean and simple is very important to a segment of consumers”, Frito-Lay chief marketing officer Jennifer Saenz is quoted as saying. “They’re searching for that”.
Organic Doritos come in a White Cheddar flavour and have USDA organic certification.
Source: Chicago Tribune / PepsiCo