Frito-Lay’s Simply chips aren’t new, but there are four new flavors in the lineup: Ruffles Hot & Spicy, Doritos Zesty Cool Ranch, Doritos White Cheddar Nacho, and Simply Tostitos Sea Salt Made with Avocado Oil. The label has a new look, too, and from what I can see online, many of the Simply snacks used to advertise being organic, but they no longer do. So what are Simply chips and who are they for?
Simply sells the Frito-Lay snacks you know and love—Cheetos, Doritos, Ruffles, etc.—minus the artificial flavors and colors. That seems to be the biggest and most persistent selling point. They’re also cooked in sunflower oil rather than the usual vegetable oil blend, and the potato-based snacks advertise that they’re made with “U.S. grown potatoes.” Apparently, other Frito-Lay products are made with both U.S. and Canadian potatoes.
Between the cooking oil switch, the nixing of artificial flavors and colors, and the “U.S. grown” business, I, much like Carrie Bradshaw, couldn’t help but wonder if this was a play to appeal to the MAHA crowd now that RFK is in charge and wants us all to avoid seed oils and food dyes so we can get measles instead. Anyway, maybe I’m just being paranoid—sunflower oil is still a seed oil, after all—but it is worth noting that his movement is on a crusade against artificial dyes at the moment, so maybe Frito-Lay is trying to get out ahead of that.
If you got through all of that, it’s time for us to address the more important question: Do these new Simply chips taste good? Let’s discuss.
The following article contains affiliate links that may generate a small commission to us when you make a purchase through the link. Learn more about how we work with affiliates here.
- Simply Doritos Zesty Cool Ranch
-
Pros: These taste like off-brand, slightly stale Cool Ranch Doritos, but they aren’t bad at all. They’re still Doritos. And if you’re in this for the health stuff, they have no artificial flavors or colors, 8g of whole grains, and they’re cooked in sunflower oil.
Cons: Despite being called “Zesty Cool Ranch,” the seasoning on these chips seemed notably less zesty to all of us. Just doesn’t have the same kick.
- Simply Ruffles Hot & Spicy
-
Pros: These Simply chips are actually pretty spicy! The chips themselves are a little more rigid than regular Ruffles, which gives them a more powerful crunch, too. Oh, and the health stuff! Again, no artificial flavors or colors, cooked in sunflower oil, and certified gluten free. The bag also says, “Sliced, Fried and Seasoned”…but isn’t that how most chips are made?
Cons: They’re not really breaking new ground with this flavor profile. It’s just a sweet and spicy BBQ chip—Hot & Spicy sounds sexier though, huh?
- Simply Tostitos Sea Salt Made with Avocado Oil
-
Pros: These are made with avocado oil, which is apparently rich in the monounsaturated fat oleic acid, as well as antioxidants. To me, it tastes like avocado, and if you like that fatty, vegetal flavor, hey, you might prefer these Simply Doritos to regular Doritos.
Cons: For some reason—maybe it’s the cooking oil?—these have a slight staleness. Also, I’m eating corn chips for corn flavor, so the subtle avocado oil flavor is superfluous in my opinion.
- Simply Doritos White Cheddar Nacho
-
Pros: If you prefer white cheddar snacks to nacho cheese flavored snacks, you’re in luck! These are also made with sunflower oil, U.S. grown corn (‘merica!), and have no artificial flavors or colors. These were my favorite of the bunch because they’re actually doing something different. A white cheddar Dorito is a new concept! And it tastes pretty good.
Cons: If these weren’t coated in tasty white cheddar, I think the chips would be a letdown. Simply Doritos do not taste as good as regular Doritos; it must come down to the oil.
