By then end of the year about half of Frito-Lay’s products will be made solely with all-natural ingredients.

The Plano, Texas-based company launched the effort within the last couple weeks and will phase in the new ingredient lists over the course of 2011. 

More than six dozen Frito-Lay varieties will eventually be made with all-natural ingredients, including all the flavors of Lay’s potato chips, Tostitos tortilla chips, SunChips multigrain snacks, Baked! snacks and Rold Gold pretzels. 

Ann Mukherjee, Frito-Lay’s senior vice president and chief marketing officer, says the changes are a response to increased consumer demand for all-natural products.

 “We want to provide our customers with a broad portfolio of snack options that taste great and are made with real food ingredients,” Mukherjee explains.One of the most noticeable changes is that the company no longer will use monosodium glutamate (MSG), which was used as a flavor enhancer.

Christopher Wyse, Frito-Lay North America spokesman, emphasizes that the new ingredients won’t change the taste or the prices of the products though. 

As the snacks are converted to using only all natural ingredients, consumers will see a different package that has a swipe along the side indicating the change, as well as a stamp on the bag. 

“It will be easily identifiable on the shelf,” Wyse adds. 

The company officially kicked off the changes with commercials that aired Jan. 1 during the Tostitos Fiesta Bowl. Wyse says the company also is planning to incorporate social media and smart phones into the marketing campaign surrounding the effort.

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