Enlarge Frito-Lay Frito-Lay will unveil a revamped product lineup for 2011, with 50% of its snacks made from all natural ingredients. An unlikely name is about to step into the natural foods world: Frito-Lay. Today, the world's largest snackmaker — often mocked by nutritionists for its Cheetos and Doritos — will unveil a revamped product line for 2011, with 50% of its snacks made from all-natural ingredients. "This is the largest evolution we've ever had in our product line," says Ann Mukherjee, chief marketing officer at Frito-Lay. Until now, she says, 30% of its line was "all natural." For example: •A bag of Tostitos Hint of Lime Tortilla Chips will lose all of these additives: monosodium glutamate, sodium diacetate and artificial colors. •Lay's Barbeque chips will drop the monosodium glutamate and some other additives. But don't look for major changes anytime soon in artificially flavor-laden Cheetos or Doritos. TOO NOISY: Frito-Lay sends 'green' SunChips bag to the dump The move comes as American consumers are howling for foods made without artificial additives, preservatives and colors. The $12.9 billion a year natural food market in the U.S. has grown at a double-digit clip for years. And it's also being driven by smaller regional competitors that have been pecking at the better-for-you snacking market. Nearly seven in 10 consumers surveyed by researcher Mintel said they were "very" or "somewhat" interested in natural products. In surveys by Brand Keys consultancy, "natural ingredients" ranks second only to "taste" in influencing consumer purchasing behavior, CEO Robert Passikoff says. One nutritionist is mocking Frito-Lay's action. "They'll get more PR mileage out of this than any real change," says Kelly Brownell, director of the Rudd Center for Food Policy and Obesity at Yale University. "The public health consequences from consuming those foods isn't related to natural ingredients, but to high fat and high salt." Frito-Lay executives disagree. "Consumers tell us they're looking for better choices in their snacking options," Mukherjee says. At the top of the list, she says, are snacks made with natural ingredients. On New Year's Day, Frito-Lay will kick off its largest-ever integrated ad campaign to tout the changes. It will use its own employees in ads to tell the tale. Packaging will be updated with a large burst that touts: "Made With All-Natural Ingredients." Brownell worries that confused consumers might misinterpret these changes as "code language" that it's OK to eat even more chips. Frito-Lay denies that. "It's meant to say: made with natural ingredients," Mukherjee says. "It's not meant to say: eat more." Guidelines: You share in the USA TODAY community, so please keep your comments smart and civil. Don't attack other readers personally, and keep your language decent. Use the "Report Abuse" button to make a difference. You share in the USA TODAY community, so please keep your comments smart and civil. Don't attack other readers personally, and keep your language decent. Use the "Report Abuse" button to make a difference. Read more