"The number one request from our consumers is for low-sodium versions of the products they love most," said Jaya Kumar, chief marketing officer, Frito-Lay North America. "While consumers request low-sodium versions of their favorite products, they aren't willing to compromise on taste. The Pinch of Salt line still gives consumers great-tasting snack chips they want, but with less sodium than their original counterparts."

Depending on the Pinch of Salt product, sodium is 30-50% less than the original products. The Pinch of Salt product line fits strategically within Frito-Lay's health and wellness portfolio, which provides consumers a variety of options that fit into a healthier lifestyle.

"While Pinch of Salt products meet the consumer need for low-sodium options, many people would be surprised to learn that most of Frito-Lay's core portfolio of snack chips have much less sodium than they think," said Rocco Papalia, senior vice president, research & development, Frito-Lay North America. "Since the salt is on the chip's surface, the salt flavor is prominent compared to foods where the salt is cooked within."

"It's important for consumers to manage their sodium intake," said Georgia Kostas, a registered dietitian and author of The Cooper Clinic Solution to the Diet Revolution. "However the best way to do this is not to rely on 'taste,' because sodium is present in a lot of products in which you wouldn't necessarily taste the salt. Consumers need to turn to the Nutrition Facts Panel to determine how a product fits into their sodium goals."

Pinch of Salt products are available nationally in grocery, retail and mass merchandise. The entire line will be sold for $2.29 for 6-1/4 to 8 ounces packages, depending on the product.

From the April 14, 2008, Prepared Foods e-Flash