The snack aisle is getting a high-tech, high-protein makeover. At the recent ExpoWest conference, PepsiCo leaders pulled back the curtain on how the food giant is navigating the tricky balance between "better-for-you" ingredients and the classic taste consumers crave.
From high-protein Doritos to dye-free Cheetos, here is how PepsiCo is leveraging science and strategic acquisitions to redefine modern snacking.
The "Say-Do" Gap
What Consumers Want vs. What They BuyOne of the biggest hurdles in food innovation is the "say-do gap." According to Jenny Gusba, PepsiCo’s VP of R&D for global beverage strategy, shoppers often say they want cleaner labels but still gravitate toward familiar experiences.
A prime example is Gatorade. While consumers express interest in removing artificial dyes, they often identify their favorite flavors by color. PepsiCo’s challenge is ensuring that a reformulated "red" drink still looks and feels like the "red" a consumer expects, even when the ingredients change.
The Rise of Functional Snacking
"Not all proteins are created equal," noted Bryan Santee, PepsiCo’s Chief Commercial Officer. As protein moves from supplement shakes into everyday chips and sodas, PepsiCo is doubling down on three core pillars:
Functionality: Adding benefits like fiber and protein to standard snacks.
Simple Ingredients: Moving toward "cleaner" labels to satisfy skeptical shoppers.
Nutrient Density: Improving the macro-profile of products without losing the brand's soul.
"What’s going to differentiate in the future is backed by science and credibility with that consumer." — Bryan Santee
Scaling Success Through Strategic M&A
Beyond internal R&D, PepsiCo is using acquisitions to buy into "cult" brands that already have authentic health stories. Two recent power moves include:Poppi: The prebiotic soda brand that PepsiCo plans to scale through its massive distribution network.Siete: The tortilla chip maker known for grain-free, heritage-inspired ingredients.By bringing these brands into the fold, PepsiCo can offer premium functional benefits while maintaining the affordability and taste that define its core portfolio.
Key Takeaways for the Food Industry
Taste is King: No matter how much protein is added, if the texture or flavor profile changes too much, consumers won't return.
Price Matters: To reignite sales, PepsiCo has recently slashed snack prices by up to 15% to stay competitive.
Science-First: The future of "clean label" products relies on R&D finding natural ways to replicate the sensory experience of traditional snacks.
Source: FoodDive