Doritos market themselves as farm-to-table despite being ultra-processed, highlighting industry image push

Doritos' latest ads portray the nacho cheese snack as a farm-to-table product, showing corn seedlings and a farmer in a PepsiCo hat and claiming a partnership with farmers to bring the chips from field to consumer.

The campaign contrasts sharply with the reality that Doritos are an ultra-processed snack containing dozens of ingredients, additives and preservatives, a profile typical of the processed foods that dominate the American diet.

The marketing push comes as health officials promote a “Eat Real Food” agenda and the Make America Healthy Again movement, prompting the food industry to seek image-boosting tactics rather than substantive reform of its product lines.