 WOW!™ is the brand name for a new line of salty snacks from Frito-Lay. These snacks are available in LAY'S®, RUFFLES®, and DORITOS® versions. They have all the taste of the originals, but with no (or almost no) fat and 30-50% fewer calories.
How'd we do it? We take everything we know about making our other irresistible Frito-Lay snacks and make WOW!™ chips with Olean®. Olean®, the brand name for olestra, is a new fat-free, calorie-free fat replacer. Olean® is made starting with natural ingredients - sugar and vegetable oil - put together in a new way. It looks like fat, cooks like fat and gives foods great taste like fat - but adds no fat or calories to snacks.
WOW!™ brand snacks are currently only available in a limited test market in Central Indiana and are not available nationally. Plans to launch WOW!™ nationally are being considered. If test market consumers like WOW!™ brand snacks, manufacturing plants need to be constructed to supply chips using the ingredient olestra on a national scale, and this process will take a long time.
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