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Plano, TX - In a rare and unprecedented marketing move, Frito Lay
announced today the launch of its new, Fuller-Fat line of snacks
including Extreme-Fat Doritos, Extra-Saturated Lays in original and
sour cream and onion flavors and Ruffles Extra-Fat BBQ Potato Chips.
All of the new Fuller-Fat snacks will be fried in re-used cottonseed,
palm, and coconut oils, which have saturated fats.
 This
new product line is the result of a nationwide boycott of Frito Lay
products by obese Americans after the September 24, 2002 announcement
of the elimination of all trans fats from America’s favorite
salty snacks.
“We are seeing a growing consumer demand for fuller-fat snack
choices,” said Tracy LaRosiliere, Vice President of Marketing. “The
new product line brings Americans favorite snacks back to the people
who just don’t care about counting calories or being fat.”
Currently Frito-Lay offers a wide variety of low-fat and better-for-you
snack foods. This Fuller-Fat line will round out the product category,
securing Frito Lay the top spot in the snack food category.
Al Bru, President and Chief Executive Officer of Frito-Lay North
America also noted, “Over 54% of Americans are overweight and
we just can’t ignore that kind of market share. We are in the
business to give people what they want, and if they want to be fat,
it’s our responsibility to do what we can to help.”
This move also appears to be a response to the ‘Super-Size’ phenomenon
that the people of the United States have embraced. It’s not
necessarily greed or hunger, rather apathy toward fitness and health.
People just don’t care anymore.
Also, due to a loophole in the USDA labelling requirements Frito
Lay will now be able to market their regular fat brands as "lite" since
they now have half the fat.
The Fuller-Fat products are scheduled to hit the shelves July 1st,
just in time to celebrate Independence Day and the freedom of Americans
to be as fat as they want.
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