PepsiCo Foods U.S. is rolling out a comprehensive brand refresh for Tostitos, moving the tortilla chip and dip line beyond its traditional snacking identity with updated packaging, a revised logo and marketing that emphasizes ingredient quality and the traditional masa-making process behind the product.
The refreshed packaging is hitting shelves now and will continue rolling out over the coming months. The rebrand is U.S.-only at launch, with international expansion planned for later.
“We have always made Tostitos chips starting with whole corn kernels and masa made the traditional way, and now, we’re finally telling the full Tostitos story and leaning into how our products fit naturally into how people cook, host, and connect today,” said Jess Spaulding, VP of marketing, PepsiCo Foods U.S.
“By celebrating our longstanding commitment to craft, quality and connection, we’re meeting consumers’ calls for transparency while reinforcing that we’re not just a snack brand – opening the door to expand beyond traditional snacking into new food occasions and spaces.”
The new packaging front panel now prominently calls out four key product attributes: no artificial colors, flavors or preservatives; made from whole corn kernels; gluten-free (where applicable); and 8 grams of whole grains per serving. PepsiCo noted that many of these characteristics have always been true of the product but were not previously highlighted on-pack.
The design shifts from photography to illustration, incorporating visual nods to corn kernels and cobs to reinforce the craft narrative. The brand’s logo — featuring 2 “T’s” designed to resemble people sharing chips and salsa — has been made more prominent. A color-coding system distinguishes the core line (cream backgrounds for Original Restaurant Style, SCOOPS! Original and Bite Size Rounds) from flavored varieties (bright colors for Hint of Lime and Mexican Street Corn).
Consumer testing throughout development showed the refreshed packaging better communicates product quality while maintaining brand recognition, according to PepsiCo.
The company is positioning the refresh as more than a visual update. PepsiCo is aiming to expand Tostitos’ role from a snack-occasion brand into one that fits across spreads, meals and hosting occasions — reflecting broader consumer interest in food culture, cooking traditions and shared table experiences.
To activate the rebrand, Tostitos will host “Casa de Tostitos” in New York City from April 30-May 3. The immersive event will feature an elevated tasting menu with a celebrity chef, a behind-the-scenes look at traditional masa-making, an evening performance and a shoppable marketplace with artisan partners.