• USA Today, Tuesday, December 28, 2010 10:30 AM

The world's largest snack maker is jumping into the health craze by using natural ingredients in 50% of its snacks. CMO Ann Mukherjee calls it the "largest evolution" ever in its product line.

"They'll get more PR mileage out of this than any real change," says Kelly Brownell, director of the Rudd Center for Food Policy and Obesity at Yale University. "The public health consequences from consuming those foods isn't related to natural ingredients, but to high fat and high salt."

Frito-Lay executives disagree. On New Year's Day, Frito-Lay will kick off its largest-ever integrated ad campaign to tout the changes. It will use its own employees in ads to tell the tale. Packaging will be updated with a large burst that touts: "Made With All-Natural Ingredients."

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