Tostitos reveals new look focusing on its ingredients

The chips have no artificial flavors, colors, or preservatives.

This spring, Tostitos chips and dips are getting a refreshed look. Tostitos is one of the most recognized snack brands in America, but most consumers have no idea how the chips are actually made, the brand says, which is why it's unveiling a new look rooted in craft and quality ingredients.

Every chip starts with whole corn kernels grown in the U.S. that are ground into masa the traditional way. This isn’t a reformulation—Tostitos has always been made this way, the brand just never said so, it notes. That’s changing with its first major redesign in years—a ground-up rethinking of the visual identity and brand architecture built around communicating what makes the product distinct: craft, quality, and connection, the company adds.

According to the brand, the new packaging on Tostitos chips also makes it easier to see what’s inside:

No artificial colors, flavors, or preservatives
Made from whole corn kernels
Gluten-free claim on pack
Each 1-oz serving contains 8 g of whole grains

“We have always made Tostitos chips starting with whole corn kernels and masa made the traditional way, and now, we’re finally telling the full Tostitos story and leaning into how our products fit naturally into how people cook, host, and connect today,” says Jess Spaulding, VP of marketing, PepsiCo Foods U.S. “By celebrating our longstanding commitment to craft, quality, and connection, we’re meeting consumers’ calls for transparency while reinforcing that we’re not just a snack brand—opening the door to expand beyond traditional snacking into new food occasions and spaces.”

Consumers can experience the refreshed Tostitos brand in real life from April 30 to May 3 at Casa de Tostitos in New York City. The immersive celebration will feature an elevated tasting menu with Tostitos and a celebrity chef, plus a behind-the-scenes look at traditional masa-making and a special evening performance and a shoppable marketplace featuring artisan partners.

PepsiCo (Frito-Lay) is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.