Editor’s note: This story highlights takeaways from an Oct. 28 Food Dive event that explores how CPG food brands can innovate for health and wellness. Register here to watch the replay on demand.
As more consumers personalize their nutrition and health goals, PepsiCo is building out a portfolio that has something for everyone.
The food and beverage giant is incorporating more protein and fiber in its products as shoppers demand an ever-growing list of functional attributes in the snacks and beverages they consume.
These innovations aren't replacing the company's core portfolio, but instead provide another option for consumers to personalize their individual health goals, according to Sarita Porbandarwala, senior director of R&D life sciences at PepsiCo.
Consumers not only desire products that taste great or provide an enjoyable experience, but also help them do everything from boosting their fiber and protein intake to staying hydrated or helping them recover from a workout, Porbandarwala said during a virtual event hosted by Food Dive.
The challenge is that not all consumers demand the same thing, and even individual preferences can change depending on the time of day or as their values evolve. This puts pressure on PepsiCo and other companies to provide more choices in its product lineup, or risk losing business to a competitor.
“It should never be an either-or decision. Provide the consumers the choice,” Porbandarwala said. “At the end of the day, you tell us what you want, and you could find all of those solutions on the shelf.”
Porbandarwala, who uses science to help PepsiCo develop products, pointed to Doritos as an example of how the snack maker is providing more options to consumers.
The New York-based CPG giant not only sells the popular tortilla chip in different flavors, but it has also recently launched an option with protein and another version without artificial colors and ingredients as part of its NKD line. An individual might want to indulge in a bag of original Doritos, but at other times they might want a different version for themselves or their family, Porbandarwala noted.
“Health and wellness actually means very different things to different people, and so sometimes it's about adding something that they're actively seeking, and in other cases, it's about offering ... ingredients that better align with their choices,” she said.
PepsiCo has struggled recently as consumers pull back on spending and stock up on better-for-you options.
The company announced last month it is looking to trim costs in North America, as the region continues to be a drag on its overall business despite recent improvements. PepsiCo also plans to raise prices on some chips to help offset higher energy and agricultural costs, with the savings supporting investment throughout its business.
As PepsiCo looks to offer consumers more options, the company is also finding that some of its innovations have broader appeal beyond the intended audience.
In May, PepsiCo launched Propel Clear Protein, a ready-to-mix powder offering the three-in-one benefits of protein (20 grams), fiber (3 grams) and hydration. The launch was aimed at GLP-1 users who are eating less because of the medication but still need proper nutrients and vitamins to maintain muscle mass and support their health.
But after the company “zoomed out,” Porbandarwala said PepsiCo found Propel Clear Protein resonated with other demographics too, including older adults who need hydration, protein for muscle mass and fiber for digestive regularity.
Protein, fiber and hydration will continue to be popular among consumers, so much so that she hesitates to even call them trends due to their longevity.
“The reality of it is, those are basic necessities in the human diet. So I don't anticipate them going away, which is also why I'm excited about them,” Porbandarwala said.
