New versions of Doritos and Cheetos will soon hit shelves in the United States, and they will be ones that won’t stain your fingers a deep orange color. And PepsiCo has created a variety of its popular snacks that do not include artificial flavors or colorings that seeks to offer a complementary option to consumers.
The new range of products is called Simply NKD, in reference to the term “naked” and the elimination of artificial ingredients. It is, as the company points out, a reinvention of the snack, framed in PepsiCo’s commitment to innovation and satisfaction of the demands and needs of users.
“NKD is a complementary option, not a replacement”
“Rest assured, our iconic Cheetos and Doritos remain intact. NKD is a complementary option, not a replacement“said Rachel Ferdinando, CEO of PepsiCo Foods United States.”This initiative shows that our flavor remains powerful even without visual elements. As part of our comprehensive transformation, we are expanding options while protecting our iconic brands“.
According to the company, the Simply NKD creation process took eight weeks, from conception to launch. The result, they say, are intense, premium flavors, without artificial colors or flavorings, and that respect the personalities of both brands: the boldness of Doritos and the mischief of Cheetos.
PepsiCo has shared images showing the contrast between the original products and the new versions. Containing no added coloring, they present a natural pale yellow color instead of the bright tones that characterize Doritos and Cheetos. However, the company hopes that this version will also attract consumers, as it ensures that they retain their characteristic flavor.
“Doritos and Cheetos are leading a revolution in the world of snacks, or a renaissance, if you prefer“said Hernán Tantardini, Marketing Director of PepsiCo Foods United States. “We’re reinventing our most iconic brands to offer options with the bold flavors fans know and love, now reinvented without artificial colors or flavors.“.
In April of this year, PepsiCo already announced its commitment to accelerate the replacement of synthetic colors in its food and beverage products. At the time, he announced that some of the first brands to make the transition would be Tostitos and Lay’s, which will eliminate synthetic dyes in their chips before the end of the year.
In this context, the potato chip brand has modified its visual identity to reflect the reformulation.
Beyond PepsiCo’s innovation, the launch of the new product is understood within the framework of the “Make America Healthy Again” initiative, promoted by the Secretary of Health, Robert F. Kennedy Jr., which is pushing food companies to offer healthier options. Furthermore, according to AdAgethe company is also under pressure from one of its investors, Elliott Investment Management, which is urging the company to review and optimize its snack portfolio and divest itself of underperforming products.
The movement also responds to consumers’ search for healthier options with fewer ingredients. Over the past few years, companies have revamped their portfolios to offer more options to health-conscious consumers, including products with higher protein content and cleaner labels with shorter ingredient lists.
The products that are part of Simply NKD are Doritos Nacho Cheese, Doritos Cool Ranch, Cheetos Puff and Cheetos Flamin’ Hot. They will be available in stores starting next December 1.
