PepsiCo's "Simply" Line Wants to Do Business With Whole Foods

Once you let the idea sink in, organic Cheetos isn't as crazy as it seems.

As Bloomberg reported last week, PepsiCo's (NYSE: PEP) Frito-Lay division has expanded a concept product line, known as "Simply," which offers natural and organic versions of popular snack brands. Eleven core products will be manufactured without artificial ingredients under the "Simply" label.

The company has essentially re-engineered extremely well-known items that some consumers consider guilty pleasures, in a bid to tap the ever-growing market for healthy snack foods. PepsiCo executive Jonathan McIntyre, a senior vice president in the company's global snack research and development (R&D) area, told Bloomberg that the new line meets the stringent requirements necessary to be sold in Whole Foods Market.

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Source: Fool.com