PLANO, TX — Tostitos, a tortilla chip and dip brand under the PepsiCo umbrella, is rolling out a revamped look to emphasize key attributes aligning with what today’s consumers seek.
“We have always made Tostitos chips starting with whole corn kernels and masa made the traditional way, and now, we’re finally telling the full Tostitos story and leaning into how our products fit naturally into how people cook, host and connect today,” said Jess Spaulding, VP of marketing at PepsiCo Foods US.
The new packaging design, rolling out now and over the coming months in the US, emphasizes its gluten-free status and 8 grams of protein per serving. The new look also highlights its use of whole corn kernels and omission of artificial colors, flavors, or preservatives.
The artwork on each bag also nods to the brand’s use of corn with drawings of kernels and cobs throughout the design. To clarify each flavor at a glance, Tostitos is also opting to use cream-colored backgrounds for its classic chip line and leaning into bright hues for flavored chips such as Hint of Lime and Mexican Street Corn.
“By celebrating our longstanding commitment to craft, quality, and connection, we’re meeting consumers’ calls for transparency while reinforcing that we’re not just a snack brand: opening the door to expand beyond traditional snacking into new food occasions and spaces,” Spaulding said.
Refreshing its Tostitos packaging is among the latest efforts by PepsiCo Foods to adapt its key offerings to appease consumer demand. Among the CPG company’s recent innovations is Doritos Protein, which offers 10 grams of protein per ounce.
