From corn to chip: Tostitos® reveals a new look rooted in craft and quality ingredients

A lot of people don’t stop to think about how their chips are made. But with Tostitos, it starts with whole corn kernels. Ground into masa made the traditional way, then fried into the crunchy chips you know and love, Tostitos tortilla chips are created around the values of craft, quality, and connection. Part of the journey we’re on at PepsiCo is helping people make that connection, from the bag, back to the field.

This spring, Tostitos chips and dips are getting a refreshed look that celebrates all of that. The new packaging on Tostitos chips also makes it easier to see what’s inside:

• No artificial colors, flavors or preservatives
• Made from whole corn kernels
• Gluten-free claim on pack
• Each serving contains 8 grams of whole grains

“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, vice president 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.”

Instead of photography, the design leans on illustration, which gives the brand room to show its warmth and “fiesta spirit” while honoring the traditional masa-making process. You’ll notice little nods to corn kernels and cobs tucked into the graphics, a subtle way to highlight the craft behind every chip.

And those iconic two “T’s” in the Tostitos logo? They’ve always been people sharing chips and salsa. Now they’re a little more prominent, because connecting people is what Tostitos is really all about.

We also made it easier to spot your favorite flavors on the shelf. Cream backgrounds anchor the classic line – Tostitos Original Restaurant Style, SCOOPS!® Original, Bite Size Rounds — while bright pops of color make our flavored chips – Hint of Lime, Mexican Street Corn — impossible to miss.

But instead of telling you, let Tostitos show you.

You can experience the refreshed Tostitos brand in real life from April 30 to May 3 at Casa de Tostitos in New York City. This immersive celebration is all about craft, quality, and connection, featuring an elevated tasting menu with Tostitos and a celebrity chef, a behind-the-scenes look at traditional masa-making and a special evening performance and a vibrant shoppable marketplace featuring artisan partners.

Consumers have gathered around a bowl of Tostitos for decades, but its story goes deeper. It’s about turning everyday moments into lasting memories — from casual dinners and backyard gatherings to game day celebrations. The refreshed Tostitos packaging is rolling out nationwide now.

Frequently Asked Questions

What does this restage mean for Tostitos?

Tostitos has long been a part of gatherings, but the brand is now expanding its role beyond a snack brand. That means celebrating how Tostitos chips and dips fit into spreads, meals, and hosting occasions.

What inspired the new brand positioning? Why is Tostitos doing this now?

Consumer expectations around food have evolved. Consumers today are more interested than ever in food culture, cooking traditions, and gathering around the table. People are looking for quality ingredients, inspired by tradition, and foods that bring people together.

Tostitos naturally fits into that space because it has always been part of shared food moments and hosting occasions. This next chapter highlights what has always been true about Tostitos — a brand inspired by tradition and rooted in craft, quality, and connection.

Is this just a packaging change or a broader brand transformation?

This is broader than a packaging update. The refreshed design is one visible part of a larger effort to more clearly communicate what Tostitos stands for — quality ingredients, craftsmanship, and the role food plays in connecting people together. The new design simply helps tell that story more clearly on shelf and across marketing.

How will consumers see this change come to life?

Consumers will see changes to the product packaging, logo, marketing that highlights food, craft and quality, and brand storytelling centered on connection and shared food occasions.

How did consumers respond to the new design in testing?

The new design was tested with consumers throughout the development process. Feedback showed that the refreshed packaging better communicates the quality of the product while still feeling instantly recognizable as the fun-spirited Tostitos brand consumers know and love. Maintaining familiarity while elevating the brand was a key priority.

When will the new packaging hit store shelves?

The new packaging is hitting shelves now and will continue to roll out over the coming months.

Is the Tostitos rebrand a global initiative, or U.S. only?

At this time, the Tostitos rebrand is only in the United States. As our largest market, we’re rolling out our design and branding in the U.S. first, before expanding to other markets.

Have your chips always had whole grains?

Yes, our chips have always been made with whole grains. While that’s been true for a long time, we haven’t always called it out clearly on pack or in our messaging. As part of this refresh, we’re simply being more transparent about the quality ingredients and traditional process that have always been part of the product. Each 1 oz serving of chips contains 8 grams of whole grains.

Were your chips always gluten-free?

Many of our chips have always been gluten-free. As part of our updated packaging, we’ve made this easier to spot by moving the gluten-free claim to the front of the bag. If a flavor is gluten-free, it will be clearly labeled as such.