Simply NKD reinvents Doritos and Cheetos with colorless, no-dye recipes
Simply NKD, a new line of Doritos and Cheetos snacks, removes artificial flavors and dyes from the snacks while keeping the brands’ signature taste. PepsiCo Foods U.S. developed the colorless recipes as an alternative to the original products for ingredient-conscious snackers. The company will continue producing traditional Doritos and Cheetos.
Rachel Ferdinando, CEO of PepsiCo Foods U.S., said that the move is in response to consumer demand for more choices without compromising the strength of its flagship snack brands. She emphasized that Simply NKD offers an additional option that delivers the same flavor experience without visual color cues.
Simply NKD was developed on an accelerated timeline, moving from concept to market in about eight weeks. PepsiCo said its research and development teams focused on maintaining the recognizable profiles of Doritos and Cheetos while avoiding artificial flavors or added color. The company says the results maintain the same crunch, flavor and enjoyment in a simplified formulation.
The debut Simply NKD collection includes four products: Doritos Simply NKD Nacho Cheese, Doritos Simply NKD Cool Ranch, Cheetos Simply NKD Puffs and Cheetos Simply NKD Flamin’ Hot.
Hernán Tantardini, CMO of PepsiCo Foods U.S., framed the launch as an example of how established brands can evolve to meet changing expectations around ingredients while preserving the taste consumers expect.
About the Author
Linda Becker
Head of Content
Linda Becker is head of content for Automatic Merchandiser and VendingMarketWatch.com, responsible for the brands’ overall content strategy, planning and performance. She oversees the creation and performance of editorial and multimedia content across platforms such as magazines, websites, webinars, podcasts, newsletters, videos, social media, events and eBooks.
Since joining Automatic Merchandiser and VendingMarketWatch.com, Linda has developed a new appreciation for the convenience services industry and its essential role. She is dedicated to serving readers by covering the latest news in the vending, office coffee service and micro market industry. She can be reached at 262-203-9924 or [email protected].