Lay’s, Tostitos to get clean-label makeover as PepsiCo drops synthetic additives

PepsiCo plans to relaunch its Lay’s and Tostitos snack brands later this year, emphasising the removal of artificial colours and flavours. As per a Reuters report, the move aligns with growing public demand for cleaner labels, fueled in part by U.S. Health Secretary Robert F. Kennedy Jr.’s push for “whole foods” and the Make America Healthy Again (MAHA) movement, which advocates for eliminating synthetic dyes.

“We want to elevate Lay’s as a real food brand,” said CEO Ramon Laguarta during an investor call. “A potato chip, at its core, is a simple, natural snack—just a potato, oil, and salt.”

PepsiCo also announced it will increase the use of avocado and olive oils across its snack lines, moving away from canola and soybean oils—ingredients the MAHA movement has criticised for their health impact.

In April, PepsiCo announced plans to transition its entire product portfolio to natural colours or offer versions without synthetic dyes. Popular products like Cheetos and Gatorade, known for their vibrant hues, currently rely on artificial colouring.

While the company already sells Lay’s and Doritos without artificial colours or flavours under its Simply line, those offerings haven’t gained significant traction.

PepsiCo also said it is willing to use real sugar in its sodas, such as Pepsi, if consumer demand justifies the switch. This follows comments from former President Donald Trump, who claimed Coca-Cola would begin using cane sugar in the U.S., aligning with the dietary preferences promoted by Kennedy Jr.’s MAHA movement. Currently, both Pepsi and Coca-Cola use high-fructose corn syrup, a more cost-effective sweetener.

These changes come as food and beverage companies face pressure from budget-conscious consumers following years of price hikes post-pandemic. In response, PepsiCo has introduced smaller pack sizes and more affordable snack options.

Looking ahead, CEO Ramon Laguarta revealed the company’s plans to enter the fast-growing “liquid protein” category. PepsiCo will also expand protein offerings within its PopCorners and Quaker snack lines, tapping into rising consumer interest in high-protein foods.