PepsiCo revamps India packaging to highlight ‘no artificial flavours or colours’ across Lay’s, Kurkure, Doritos

INDIA – PepsiCo India has revamped its product packaging across Lay’s, Kurkure, and Doritos to clearly communicate the absence of artificial flavours and colours, aligning with rising consumer demand for ingredient transparency at the point of purchase.

The updated packaging will maintain familiar tastes and quality while promoting informed choices. 

The initiative reflects the company’s science-driven approach and aims to build trust through visible transparency. 

Saakshi Verma Menon, Chief Marketing Officer, emphasised that PepsiCo India focuses on transparency and consumer trust without altering product recipes. 

The packaging revamp comes as part of broader investments, including a significant Rs 5,700 crore (approximately $683 million) by 2030 to enhance manufacturing capabilities.

The Package as a Communication Tool

A package is not just a container, it is the final touchpoint before purchase. 

A claim of “No Artificial Flavours or Colours” printed on the front of a Lay’s bag serves as a reassurance at the moment of decision, not as information that requires a smartphone scan or a website visit. 

The new packaging will carry the messaging prominently, leveraging the package’s surface area as advertising real estate. 

For a brand like Kurkure, which has a strong regional identity in India, the transparency claim may resonate differently across markets; the company has calibrated the messaging for Indian consumers who are increasingly reading ingredient labels.

From Recipe to Label

PepsiCo India has not changed the product recipes; it has changed how those recipes are communicated. 

The “No Artificial Flavours or Colours” claim is a statement about inputs, not a reformulation.

For a consumer comparing two snack bags on a shelf, the presence of that claim can tip the purchase decision, particularly for parents buying snacks for children or health-conscious shoppers. 

The updated packaging will maintain familiar tastes and quality while promoting informed choices, ensuring that the transparency initiative does not create an expectation of taste change.

A Broader Investment Context

The Rs 5,700 crore investment includes capacity expansion, supply chain upgrades, and sustainability initiatives across PepsiCo’s India operations. 

The packaging change is a relatively low-cost, high-impact intervention compared to building new plants, but it signals that PepsiCo sees consumer perception of ingredients as a competitive battleground. 

Saakshi Verma Menon stated that PepsiCo India focuses on transparency and consumer trust without altering product recipes.

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