Cheetos with Protein? Yes. And It’s the Future of Snacking.

PepsiCo’s latest announcement marks a major shift in how legacy brands are approaching the snack aisle. The addition of protein and fiber to iconic products like Cheetos and Doritos, along with the removal of artificial colors and flavors from Lay’s and Tostitos, is more than just news. It’s a meaningful evolution. And it’s validation. 

Consumers aren’t just looking for salty and satisfying anymore. They want snacks with substance. Fuel that fits their values and their goals. Functional benefits like protein, fiber and clean labels are no longer fringe demands—they’re front and center. The brands that thrive in this next era of snacking will be the ones who deliver more than flavor. They’ll deliver purpose. 

At Blue Chip, we’ve seen this shift coming for years. And more importantly, so have our clients: 

Emerald has led the charge by stripping artificial ingredients and preservatives from its products, leaning into real, recognizable food that consumers can feel good about.  

Simple Mills was built on that very promise: simple, purposeful ingredients that don’t just avoid the “bad” but also celebrate the best. 

Daisy Cottage Cheese is the original high protein snack that quickly gained ground as cottage cheese trends overtook social platforms in recent years.  

This isn’t a pivot. It’s a playbook we’ve been helping write for years.  

While some brands are just starting to clean up their labels and add functionality, Blue Chip clients are already living it. And growing because of it. We’ve partnered with them to turn smart formulations into sharp, emotional storytelling that connects all the way to the shelf. 

Because reformulating a snack is just step one. The real win is translating that change into clear, compelling reasons to buy. That’s where our Brand Commerce™ Advantage comes in. We believe that brand building and selling aren’t separate pursuits. They're two sides of the same strategy. 

Functional snacks only work if shoppers know why they matter. So don’t say “added fiber.” Say “feel full, feel good.” Don’t whisper “clean ingredients.” Own the story of real food, for real life. 

As PepsiCo signals a new wave of better-for-you snacks, we’re proud to say: Our clients were already there. 

And if you’re trying to catch up? Let’s chat. We have many thoughts.