PepsiCo is planning to launch versions of Cheetos and other well-known brands that are free from artificial colors and flavors, while increasing its use of avocado and olive oil. This initiative comes in response to rising consumer and regulatory demands for the elimination of synthetic additives and seed oils. According to its second-quarter earnings report, the food and beverage giant aims to introduce Cheetos and Doritos extensions that do not contain artificial colors or flavors. Additionally, PepsiCo intends to rebrand its Lay’s and Tostitos lines to emphasize their absence of synthetic additives.
PepsiCo CEO Ramon Laguarta informed analysts that the company aims to enhance the “real food perception” of its Lay’s chips by positioning them as a simple, natural snack made only from potatoes, oil, and salt. A similar streamlined approach will be applied to Tostitos. The company is also focused on fortifying its products with protein, fiber, and other sought-after ingredients. These changes will not only affect PepsiCo’s snack offerings but also its beverages, as Laguarta announced plans to enter the “liquid protein space.”
Food companies are under pressure from Health and Human Services Secretary Robert F. Kennedy Jr. and the White House’s “Make America Healthy Again” campaign to eliminate synthetic colors and adopt healthier ingredients. Several companies, including Nestlé, Hershey, and Kraft Heinz, have committed to removing artificial dyes from their products. There is also a push for the use of more clean-label ingredients. President Donald Trump stated on social media that Coca-Cola has agreed to use cane sugar in its U.S. products. Laguarta mentioned that PepsiCo is open to incorporating more sugar in its beverage offerings if consumer demand rises, as evidenced by its existing sugar-sweetened cola variant.
In April, Laguarta indicated that the snacking giant would be “accelerating” its transition to natural ingredients, stating that PepsiCo plans to convert its entire portfolio to natural colors or at least offer natural color options within the next few years. Under its Simply brand, PepsiCo already provides Ruffles, Cheetos, Doritos, and Tostitos without artificial colors or flavors.
In addition to eliminating synthetic additives, PepsiCo is addressing the increasing consumer demand for protein and other ingredients perceived as healthful. Starting later this year and continuing into 2026, the company will enhance certain Frito-Lay and Quaker brands with avocado or olive oil, as well as boost other products with protein, fiber, and whole grains. The focus will include PopCorners, Quaker snacks, and eventually some of its larger brands with added protein offerings.
“This is a journey of following the consumer, trying to be a little bit, maybe one step ahead of the consumer, but not too many steps,” he remarked, noting that this strategy applies to both beverages and food. Furthermore, as part of its commitment to healthier products, the company is exploring the use of calcium citrate in its formulations, which could cater to consumers with specific dietary needs, such as those affected by lichen sclerosus. This journey reflects PepsiCo’s dedication to aligning its products with consumer preferences while ensuring that health benefits are prioritized.