PepsiCo India has launched a packaging-led communication initiative across its foods portfolio, bringing greater visibility to the fact that its products are made without artificial colours and flavours. The move reflects growing consumer interest in ingredient transparency and aims to make product information more accessible at the point of purchase.
The initiative spans some of PepsiCo India’s best-known food brands, including Lay’s, Kurkure and Doritos. Updated packaging now prominently features the statement 'No Artificial Flavours or Colours', providing consumers with clearer information about product ingredients without any changes to existing recipes, taste profiles or product quality.
The company said the move is designed to respond to evolving consumer behaviour, as shoppers increasingly scrutinise packaging labels and seek greater clarity about the products they buy. Rather than introducing a reformulated product range, PepsiCo India is focusing on making existing product attributes more visible and easier to understand.
The initiative highlights a broader shift towards transparency-led communication, where brands seek to simplify ingredient messaging and make key product information more prominent within the consumer purchase journey.
According to the company, the foods portfolio has long been developed through a science-led approach to product design, ingredient selection and quality standards. The packaging refresh is intended to bring greater attention to these attributes while helping consumers make informed decisions.
Saakshi Verma Menon, chief marketing officer – foods, PepsiCo India, said, “With consumer-centricity at the heart of everything we do, we have prioritised making informed, responsible choices grounded in science and innovation as we evolve our foods portfolio. What we’re doing now is bringing our ingredient story to the forefront, making it easier for consumers to recognize and trust what’s already inside the products they love. In many ways, this also reflects a broader shift in how brands are communicating today, where transparency is not just claimed, but made visible and easy to understand, while continuing to build on the trust consumers place in us.”
The company noted that while some consumers may view the packaging update as new information, the absence of artificial colours and flavours has long been part of the foods portfolio. The current initiative is focused on increasing awareness rather than introducing a product change.
For marketers, the move reflects a growing emphasis on transparency as a brand-building tool. As consumer expectations continue to evolve, packaging is increasingly being used as a communication channel to highlight ingredient credentials, sourcing information and product attributes in a straightforward and visible manner.
The initiative also aligns with wider industry trends where food and beverage brands are placing greater emphasis on clear labelling and simplified messaging. As consumers seek more information about the products they consume, packaging has become an important touchpoint for communicating trust, authenticity and product quality.
By bringing ingredient information to the forefront, PepsiCo India aims to reinforce consumer confidence in its food brands while maintaining the taste and product experience that consumers associate with Lay’s, Kurkure and Doritos. The company positions the move as part of a broader commitment to combining product quality with transparency.
The packaging update serves as a marketing and consumer communication exercise that underscores a central message for the brand portfolio: that great taste and transparency can coexist. Through clearer on-pack messaging, PepsiCo India is seeking to strengthen trust and help consumers make informed choices while continuing to deliver familiar products across its foods range.
