Doritos, Gen Z’s favorite food brand, is going organic.

Doritos, Gen Z’s favorite food brand, is going organic. Frito-Lay brands is trying to “build a more healthful reputation” for their chips with Simply, a “better for you” line that now houses organic versions of Doritos, Lay’s, Tostitos, and Cheetos. They join many other consumer companies, including Kraft and Campbell’s, trying to “get into the natural shelf space” by changing ingredients or acquiring already more healthful labels. Whether the Simply line will get Doritos into Whole Foods, the holy grail of health shopping, remains to be seen. (AdAge)