The firm, which is based in Plano, Texas, said about half of its product line would be labeled all natural in 2011, made without artificial ingredients or MSG, The Dallas Morning News reported Wednesday.
The company said it would launch a new advertising campaign Saturday during the broadcast of the Tostitos Fiesta Bowl. The new ads would be geared toward product transparency -- educating consumers on how their products are made.
On average, the company said, its products, including SunChips multigrain snacks and barbecue-flavored potato chips will contain 25 percent less sodium next year.
"Everybody wants to understand where their food comes from," she said. "Our brands are well-loved brands, but we recognize that even though they are familiar, people want to know where their Lay's potato chips come from," said company spokeswoman Aurora Gonzalez.
"People want to believe there's an actual nutritious food they are buying," said Gene Dillard, president of marketing firm FoodWise Group.
In that department, Frito-Lay, owned by PepsiCo, can only go so far, he said.
Referring to McDonald's Corp. changing cooking oils, Dillard said, "At one point that was perceived to be a health benefit, but french fries are still french fries and potato chips are still potato chips."