Organic Doritos

Will You Try Organic Doritos? (Photo)

Lately, it seems like every national and international grocer wants a slice of the organic pie (so to speak).

The Amazon and Whole Foods merger must have really rippled through the "grocery grape vine" because even junk food is trying to go "organic."

"Organic" is a buzzy word, sometimes thrown together with "healthier" and "more nutritious." But, those words seem kind of lost on these organic Doritos.

Frito-Lay, maker of Doritos, Ruffles and Funyuns, has conquered the traditional snack aisle and is now trying to take a seat with the other whole-grain, non-GMO chips in the organic snack arena. Marketed under the name "Simply," the Frito-Lay products may soon appear at your next shopping trip to Whole Foods.

"Simply" organic Doritos is part of Frito-Lay's campaign to undertake new customers (and charge higher prices, according to Bloomberg) by targeting health-conscious food shoppers. And what better time to switch gears into organic products, especially in light of Whole Foods uniting with Amazon, potentially disrupting the entire supermarket industry. If you can't beat 'em, go organic.

It's a smart move, but it could take Frito-Lay some time to dust the orange Cheetos powder off their hands, and take on a "wholesome" and "balanced" image. But Whole Foods hasn't yet given the green light to Doritos and similar brands, which consumers often view as "junk food." That may be true, but Amazon is sold on the idea.

The new organic Doritos are already live on the e-tailer's website, sending the message that Amazon is "clearly willing to make changes at Whole Foods." The company already slashed prices on many Whole Foods products only a few days after acquiring Whole Foods, and has added displays of Echo devices for sale, right next to the produce section.

Until now, Frito-Lay has never been able to meet the requirements for Whole Foods. And now that the company landed a coveted spot in the organic aisle, they have been slowly releasing products under this new guise, Simply.

"The challenge is, will Cheetos ever connote 'good for you'? That's a difficult premise to work on," notes Sanford C. Bernstein & Co. analyst, Ali Dibadj, per Bloomberg. "But perhaps Cheetos Simply can connote 'better for you,' and that might be enough for some consumers."

With the trouble and care that may come with organic labeling and organic food production, could it really be that … simple?