"We started by being really honest with ourselves. The research was telling us that the old packaging wasn't working-it was actually reinforcing a lot of the wrong perceptions. People saw Tostitos as a party brand. The quality and craft story wasn't coming through at all."
"71% of consumers are reading labels more closely than before, and the front of the bag is a gateway to the back. The bags used to read 'no artificial flavors, colors, or preservatives' right up top. Now they promise 'Masa made in the traditional way,' with these other notes sidelined."
"For Lay's, PepsiCo photographed countless real potatoes in different presentations. For Tostitos, it opted for illustration-to tie it back to that idea of masa production, a complex process known as nixtamalization in which corn is treated with lime to make it more digestible and nutritious for consumption in tortillas."
PepsiCo is enhancing Tostitos packaging to reflect authenticity, following a successful strategy with Lay's. Research indicated previous packaging reinforced misconceptions about Tostitos as merely a party brand. The new design highlights traditional masa production, moving away from claims of no artificial ingredients. This change aims to reposition Tostitos as a culturally significant product, appealing to consumers who are increasingly scrutinizing food labels. The visual representation of corn on the packaging is illustrated to connect with the traditional production process, enhancing the perceived quality of the product.
Read at Fast Company
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