Tostitos redesigned its bags to emphasize one obvious thing

Last year, PepsiCo started printing real potatoes onto every bag of Lay’s. The reason? In a world where people are increasingly concerned about the provenance of their food, 42% of the population didn’t realize that the world’s most popular potato chip was made from potatoes.  So they put a potato on the packaging. And now, the company is updating Tostitos bags—the most popular plain tortilla chip in the world—with a similar strategy. While Lay’s got a dose of potatoes, naturally, all Tostitos bags feature corn.  “We started by being really honest with ourselves. The research was telling us that the old packaging wasn’t working—it was actually reinforcing a lot of the wrong perceptions,” writes Hernán Tantardini, CMO of PepsiCo Foods, over email. “People saw Tostitos as a party brand. The quality and craft story wasn’t coming through at all.” [Photo: PepsiCo] Technically speaking, Tostitos are classified as an ultra processed food, due to their use of refined seed oils. But t