Lay's WOW chips

Lay's WOW chips were a line of fat-free potato chips produced by Frito-Lay, a subsidiary of PepsiCo. Introduced in 1998, these chips were marketed as a healthier alternative to traditional potato chips, as they were made using olestra, a fat substitute that adds no fat, calories, or cholesterol to products.

History

Lay's WOW chips were launched in response to the growing demand for low-fat and fat-free snack options in the late 1990s. The product quickly gained popularity due to its promise of a guilt-free snacking experience. However, the use of olestra in the chips led to significant controversy and health concerns.

Olestra

Olestra is a fat substitute that was approved by the Food and Drug Administration (FDA) in 1996. It is a sucrose polyester that passes through the body undigested, thus providing no calories or fat. Despite its benefits, olestra was found to cause gastrointestinal issues in some consumers, including abdominal cramping and loose stools. These side effects were significant enough to warrant a warning label on products containing olestra.

Health Concerns

The health concerns associated with olestra led to a decline in the popularity of Lay's WOW chips. Many consumers reported experiencing unpleasant digestive issues after consuming the chips. The FDA required products containing olestra to carry a warning label stating that olestra may cause abdominal cramping and loose stools. This warning, along with negative media coverage, contributed to a decline in sales.

Rebranding

In response to the backlash, Frito-Lay rebranded Lay's WOW chips as "Lay's Light" in 2004. The new branding aimed to distance the product from the negative associations with olestra. Despite the rebranding efforts, the product continued to face challenges in the market and was eventually discontinued.

Legacy

Lay's WOW chips are often cited as a cautionary tale in the food industry regarding the use of controversial ingredients. The product's initial success followed by its rapid decline highlights the importance of consumer perception and the potential risks associated with new food technologies.

See Also

• Frito-Lay
• PepsiCo
• Olestra
• Fat substitute
• Snack food