Frito-Lay Launches Natural and Organic Line with the Great Taste You Expect from America's Favorite Snacks

April 24, 2003



PLANO, Texas - Frito-Lay announced today the launch of its new Natural line of snacks including Tostitos Organic Blue Corn Tortilla Chips, Cheetos Natural White Cheddar Puffs and Lay's Natural Country BBQ Potato Chips. The company will follow the U.S. Department of Agriculture's standardization in labeling organic products.

Today, Frito-Lay's Natural snack line partnered with Organic Style magazine to honor ten extraordinary women who demonstrate "grace, true grit and organic style." These women, including celebrities Bette Midler, Kelly Preston, Keeley Shaye Smith and supermodel Alek Wek, are profiled in the May / June issue of Organic Style. The special recognition event was held by Organic Style's Founding Editor and Vice Chairman of Rodale Inc., Maria Rodale and Editor in Chief Peggy Northrop and hosted by Meredith Vieira from ABC's "The View." The event, which took place in New York City, was sponsored by Frito-Lay's Natural Snacks.

The new line of Natural Snacks includes Frito-Lay's first-ever snacks made with organic ingredients - Tostitos Tortilla Chips made with Organic Blue Corn, Tostitos Tortilla Chips made with Organic Yellow Corn and Tostitos Organic Salsa. The line also includes Natural Lay's Potato Chips with Sea Salt, Natural Lay's Country BBQ Potato Chips, Natural Reduced Fat Ruffles Chips and Natural Cheetos White Cheddar Puffs. These all-natural products, made with organic ingredients, all offer people the great taste they have come to expect from Frito-Lay. These snack products are available now in stores nationwide.

All of the new Natural snacks made with organic ingredients have been certified by the USDA accredited certifying agency Oregon Tilth. Oregon Tilth is a highly respected, non-profit organic certifying agency dedicated to the principles of the organic movement. They are required to inspect farms contracted by the company, handling facilities and processing plants once a year to certify these products as "organic" or "made with organic." These select products will carry the Oregon Tilth logo and USDA "Organic" labels on the packaging as appropriate.

"We are seeing a growing consumer demand for organic snack choices," said Tracy LaRosiliere, Vice President of Marketing. "This Natural Snacks line brings America's favorite snack brands to those people who know and enjoy snack foods made from the all-natural and organic world."

This Natural Snacks line launch follows Frito-Lay's recent announcement that the company would eliminate all transfats from its core brands including Doritos, Tostitos and Cheetos snacks. The company is now distributing these snack brands to consumers nationwide. In addition, Frito-Lay has also introduced Lay's Reduced Fat Potato Chips (with 7 grams of fat, no trans fat per 1 ounce serving) and Cheetos Reduced Fat Snacks (with 5 grams of fat per 1 ounce serving and no transfat).

Frito-Lay is the convenient fun foods division of PepsiCo, Inc., which is headquartered in Purchase, NY. Frito-Lay makes and sells some of America's favorite snack brands including Lay's potato chips, Ruffles potato chips, Doritos tortilla chips, Tostitos tortilla chips and Cheetos cheese-flavored snacks. The company also offers a wide variety of low-fat, reduced fat and no-fat snacks like Baked Doritos, Baked Lay's, Baked Ruffles, Baked Tostitos, Ruffles Reduced Fat and its WOW! line, and Rold Gold pretzels. The company also makes and sells Cracker Jack snacks, Quaker Chewy granola bars, Quaker Fruit and Oatmeal bars, Gatorade energy bars and Quakes rice snacks.