In an aggressive push for a healthier reputation, Frito-Lay is introducing more natural products and separating itself from the famous bright-orange cheese powder brand. “The notion of clean and simple is very important to a segment of consumers,” the Frito-Lay CMO stated. There is a huge demand for natural products these days; they are the biggest source of growth for the industry. Frito-Lay is placing ‘Simply’ on its packaging in capital letters above the brand logos to essentially convince their target shoppers this is actually healthy and rid of artificial ingredients. “Some of the feedback we hear often is, ‘an organic Dorito? Really? We want to make sure that the credibility is coming through loud and clear.” Whole Foods will need to be a key ally in helping Frito-Lay establish credibility and shift consumers’ perceptions. Whole Foods has never really supported junk foods, like Cheetos and Doritos, but with Amazon’s takeover, this could all change. Amazon’s recent acquisition makes it much more likely that Whole Foods will carry these brands. Frito-Lay is just one of many brands that are focusing their marketing initiatives entirely on getting onto the natural shelf. But can they do it successfully? Will Doritos ever represent a ‘good for you’ snack? Probably not in all honesty, but ‘Simply Doritos’ may represent ‘better for you’, and that’s certainly a step in the right marketing direction.