Frito-Lay’s Simply Organic Doritos. Yes, You Read That Sentence Correctly.

Have you seen the newest grocery-store arrival to Frito-Lay’s lineup of snacks?

Simply Organic Doritos. I must admit, those are three words that I didn’t think I’d ever use in the same sentence!

Fooducate, one of my favorite food literacy and nutrition apps, published an analysis comparing the ingredients in Doritos Supreme Cheddar to the ingredients in the newest organic version, Doritos Simply Organic White Cheddar. Although the organic version is produced without artificial additives such as Red 40 that are found in its counterpart, Fooducate noted that this organic certification hardly makes the new snack a nutrient-dense option.

I’m reminded of Michael Pollan’s summation of the changing landscape of organic food products featured in his book, In Defense of Food: An Eater’s Manifesto: 

“Organic Oreos are not a health food. When Coca-Cola begins selling organic Coke, as it surely will, the company will have struck a blow for the environment perhaps, but not for our health. Most consumers automatically assume that the word “organic” is synonymous with health, but it makes no difference to your insulin metabolism if the high-fructose corn syrup in your soda is organic.”

Applying Pollan’s reasoning to Simply Organic Doritos elucidates the fact that this organic certification does not substantially change the nutrients (or lack thereof) in this food product.

What is the rationale, then, behind Frito-Lay’s decision to introduce this product to supermarkets?

The word organic holds a positive connotation within American food culture. And, as this same food culture who glorifies smoothies simultaneously vilifies Frito-Lay’s products on the grounds of environmentalism, ethics, and nutrition, it certainly behooves the company to attempt to win-over certain publics through this organic certification. If nothing else, the move is strategic.

How does Frito-Lay’s decision to produce Simply Organic Doritos change your perception of its brand? What factors do you think drove this business decision?

Until Next Week…Plan Well, Pack Well, Live Well,

Katie

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