• Brandweek, Friday, March 16, 2007 11:45 AM

To celebrate Frito-Lay's 75th anniversary this year, the company is reintroducing the Frito Kid icon on a limited-edition version of Fritos Corn Chips. He was last seen on-pack in the 1950s.

Frito has also introduced three new items that bear the Smart Spot on its packaging, signifying that the items conform to health standards set by public health organizations, such as the Food and Drug Administration and the National Academy of Sciences.

The products are Baked Tostitos Scoops!, a low-calorie, low-fat chip that is its own salsa scoop; a new Tostitos All Natural Picante Sauce; and the first 100-calorie portion control SKU's of Oh Boy! Oberto jerky in both beef and turkey flavors. Frito-Lay also announced it has partnered with the Make-A-Wish Foundation--which grants the wishes of children with life-threatening conditions--for a "Share the Joy" fundraising effort.

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