Tostitos and Ruffles to Increase Chip Portions by 20% After Customer Complaints

According to The Sun, Potato chip enthusiasts are set to see a long-standing complaint addressed by Tostitos and Ruffles, two popular brands owned by PepsiCo. This week, the company confirmed exciting changes that will benefit chip lovers.

More Chips in Every Bag

Starting this fall, PepsiCo will increase the number of chips in select bags following customer complaints about inadequate filling. According to a spokesperson, Tostitos and Ruffles will introduce “bonus” bags containing approximately 20% more chips, all while maintaining the same price point as standard bags.

In addition to the larger bags, the variety packs will also be expanded, now featuring two additional smaller bags—bringing the total count from 16 to 18—again without any price increase. However, this extra chip offer will only be available at select retailers.

PepsiCo CEO Ramon Laguarta emphasized the timing of this initiative, noting its alignment with the upcoming football season during a recent earnings call. “It’s the football season. There’s a lot of gatherings,” he remarked.

Shrinkflation Complaints Addressed

Concerns about reduced chip quantities, a phenomenon known as shrinkflation—where companies decrease product sizes or quantities while keeping prices the same—have been a persistent issue for consumers.

Consumer protection lawyer and founder of Consumer World, Edgar Dworsky, conducted a study in 2021 that revealed alarming trends in chip sizes. His findings showed that Tostitos’ Hint of Guacamole chip bags shrank from 12 ounces to 11 ounces, and the Hint of Lime variety decreased from 13 ounces to 11 ounces. Additionally, Ruffles’ Sour Cream & Onion chip bags were quietly reduced by half an ounce in 2013.

Dworsky expressed relief over PepsiCo’s decision to increase chip quantities, stating, “It’s about time. Chip lovers have suffered through years of downsizing.”

Impact of Inflation on Snack Sales

Amid rising inflation rates and the cost of living, American consumers have been purchasing fewer snacks. Many have either stopped buying chips altogether or have switched to more affordable private-label options from various retailers.

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According to data from Bank of America, overall snack sales in the United States fell by 0.5% during the most recent fiscal quarter compared to the previous year, with PepsiCo experiencing an even greater decline of 1%. Moreover, the average price of a bag of potato chips reached $6.46 last month, up from $5.02 in the same period in 2020—a significant increase of $1.44.

PepsiCo’s Recent Acquisition

In addition to increasing chip quantities, PepsiCo announced another strategic move earlier this month: the acquisition of Siete Foods, a celebrity-backed brand known for its tortilla chips, taco shells, seasoning, and salsa, for $1.2 billion. Siete Foods focuses on health-conscious products catering to various dietary restrictions.

While the deal is expected to close in mid-2025, it signifies PepsiCo’s commitment to enhancing its portfolio with more nutritious offerings. Laguarta stated, “We look forward to expanding our multicultural portfolio with these incredible products and even more consumers discovering and enjoying Siete.”