Pepsi subsidiary Frito-Lay is marketing new, healthier chips that have been made without trans fats.

The Texas-based company has converted its Lay's potato chips, Doritos, Fritos, Ruffles, Tostitos and Cheetos chips to eliminate trans fats, frowned upon by nutritionists concerned about rising obesity rates.

Full-page advertisements were taken out in major newspapers and Hispanic publications to market the new recipe, reported the Baltimore Sun. The ads feature pictures of the six snack products and the words "zip," zero," "zilch," "nada," and "nil," to describe the amount of trans fat.

The move is in line with initiatives taken by other food industry heavyweights in recent months. McDonald's has undertaken salad promotion and started selling fruit, while just this week Wendy's announced it was offering fruit cups and low-fat chocolate milk in its Kids' Meals.

Trans fats occur naturally in meat and dairy foods, but most come from partially hydrogenated oils used to make margarine, cookies, french fries and other processed foods. Studies have found trans fat raises the level of so-called bad cholesterol, increasing the risk of heart disease.

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