PepsiCo’s Frito-Lay North America business unit has launched A Pinch of Salt, a low-sodium version of some of its more popular brands, in a bid to target consumers wanting a “healthier” alternative.

Lay’s potato chips, Tostitos tortilla chips, Fritos corn chips and Ruffles potato chips have all been targeted, and offer around 50% less sodium than their original counterparts.

“The number one request from our consumers is for low sodium versions of the products they love most,” said Jaya Kumar, chief marketing officer, Frito- Lay North America. “The Pinch of Salt product line fits strategically within Frito-Lay’s health and wellness portfolio, which provides consumers a variety of options that fit into a healthier lifestyle.”

Pinch of Salt products are available nationally in grocery, retail and mass merchandise and will be sold for US$2.29 depending on the product.

Frito-Lay North America is the $11bn convenient foods business unit of PepsiCo, which is headquartered in Purchase, New York.