PepsiCo’s Frito-Lay North America snacks business plans to make 50% of its products from natural ingredients by the end of the year.

The target, which includes Lay’s potato chips, Tostitos tortilla chips and SunChips snacks, will see the products made using ingredients without artificial or synthetic ingredients. This will include around six dozen varieties of Frito-Lay products.

“Many of the unflavoured snacks in our portfolio are already made with all-natural ingredients, and we’ve focused on expanding our portfolio of products with all-natural ingredients to include more of consumers’ favorite flavoured products,” said Ann Mukherjee, senior vice president and chief marketing officer, Frito-Lay.

Some new Frito-Lay products made with natural ingredients are available at retailers across the US with more products due to launch throughout 2011. The reformulated products will feature a stamp on the packaging highlighting the natural ingredients.

To support the reformulation, Frito-Lay has launched what it claims is its largest marketing campaign in the history of the company.

In June last year, Frito-Lay launched two Lightly Salted varieties of its crisps for the US market.

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By GlobalData