The Disastrous Diet: Why were olestra chips discontinued?

October 7, 2025 •

3 min read

In 1998, Frito-Lay’s WOW! chips, fried in the zero-calorie fat substitute olestra, generated an impressive $400 million in sales during their first year. However, this instant success was short-lived, leaving many to wonder why were olestra chips discontinued just a few years later.

Quick Summary

The discontinuation of Olestra chips was a direct result of widespread consumer complaints about severe gastrointestinal side effects, mandatory FDA warning labels, poor public perception, and its negative impact on nutrient absorption.

Key Points

Gastrointestinal Distress: Olestra caused unpleasant digestive side effects like cramping, bloating, loose stools, and anal leakage, which alienated consumers.
FDA Warning Label: The FDA required a warning label detailing the side effects and impact on vitamin absorption, which eroded public trust and drove down sales.
Nutrient Depletion: Olestra interfered with the body's ability to absorb fat-soluble vitamins (A, D, E, and K) and carotenoids, despite mandatory fortification.
Flawed Weight-Loss Premise: Research suggested that olestra might disrupt the body's natural calorie-regulation, potentially leading to long-term weight gain, undermining its main selling point.
Public Perception: A strong public backlash, fueled by health concerns and a sensationalized media environment, severely damaged olestra's reputation.
Shifting Diet Trends: The broader consumer shift away from fat-free fads and toward more holistic, natural dietary approaches further contributed to olestra's decline.

The Promises of a Fat-Free World

In the fat-conscious 1990s, the idea of enjoying fried snacks without the guilt was a powerful marketing tool. Olestra, a synthetic fat developed by Procter & Gamble and branded as Olean, was positioned as the miracle solution. Unlike regular fats, olestra used a sucrose molecule backbone, making it too large for the human body to digest or absorb. It passed through the digestive system without adding calories, fat, or cholesterol. After decades of development, the FDA approved olestra for use in savory snacks in 1996.

Frito-Lay launched its popular chip brands under the 'WOW!' line using olestra, which saw enormous initial success and sales. However, the chemical properties that made olestra calorie-free also led to its downfall.

The Unpleasant Truth: Gastrointestinal Side Effects

Despite the promise of guilt-free snacking, consumers reported severe side effects after eating products containing olestra. These included abdominal cramping, diarrhea, flatulence, and oily anal leakage. While P&G claimed the symptoms were comparable to other fatty foods, the public reacted negatively to these direct and often immediate consequences. This negative experience quickly spread and impacted the product's reputation.

The FDA Mandates a Warning Label

Following numerous consumer complaints and scrutiny, the FDA required products containing olestra to carry a warning label about potential gastrointestinal issues. This label stated that olestra "may cause abdominal cramping and loose stools" and inhibits the absorption of some vitamins, necessitating the addition of vitamins A, D, E, and K.

This mandated warning significantly damaged olestra's credibility and confirmed consumer fears, leading to a drop in sales. Even though the FDA later removed the warning requirement, the public perception was already too negative.

A Nutritional Conundrum: The Absorption of Fat-Soluble Vitamins

Olestra also posed a nutritional concern by interfering with the absorption of essential fat-soluble vitamins (A, D, E, and K) and carotenoids in the small intestine. Manufacturers were required to add these vitamins back into the product to mitigate this. However, concerns remained about the long-term impact on health, particularly regarding reduced carotenoid absorption, which are thought to help reduce the risk of certain cancers and heart disease. Critics argued that fortification couldn't fully compensate for this effect.

A Flawed Weight-Loss Premise

Further undermining olestra was research questioning its weight-loss benefits. Studies suggested that while olestra provided zero calories, it might disrupt the body's natural calorie-regulation system. One study found rats fed olestra gained more weight when subsequently given a high-fat diet compared to those who only ate regular high-fat chips. This indicated olestra might disrupt the body's association of fat with calories, potentially leading to increased consumption later. This finding significantly weakened olestra's claim as a dietary aid.

Olestra vs. Standard Chips: A Comparison

To understand the tradeoffs consumers faced, consider the following comparison:


Feature	Olestra Chips	Standard Chips
Calories	Significantly reduced	Standard amount
Fat Content	No fat from olestra	High in fat
Digestive Impact	High risk of cramping, bloating, and loose stools	Standard risk, depends on quantity
Nutrient Absorption	Inhibits absorption of vitamins A, D, E, K, and carotenoids	Does not inhibit absorption
Taste & Mouthfeel	Mimics taste and texture of regular fat	Authentic fat taste and texture
Market Longevity	Discontinued or rebranded	Mainstream staple

Conclusion: The End of an Era for Olestra Chips

The failure of olestra chips serves as a cautionary tale in food technology and nutrition. The initial success driven by the low-fat trend was overshadowed by significant issues: unpleasant side effects, mandatory health warnings, and negative nutritional implications. This created a public relations crisis. Consumers ultimately chose comfort and health over the promise of a calorie-free snack. Products like WOW! chips were rebranded and eventually discontinued, marking olestra's legacy as a flawed dietary experiment. For more information on the history of this product's approval, see the University of Minnesota's Heart Attack Prevention initiative: The Olestra Story.

Frequently Asked Questions

Olestra caused digestive issues because it is a synthetic fat molecule too large for the human body to digest or absorb. It passed through the digestive system largely intact, leading to cramping, loose stools, and other unpleasant symptoms.

Yes, reports of anal leakage (oily fecal incontinence) were one of the more publicized and embarrassing side effects associated with consuming olestra, contributing significantly to its downfall.

Frito-Lay's WOW! chips, which contained olestra, were eventually rebranded as Lay's Light chips in the early 2000s before being fully discontinued around 2016, a result of the ongoing product failure.

Olestra interfered with the absorption of fat-soluble vitamins A, D, E, and K, as well as carotenoids. This led the FDA to require manufacturers to fortify olestra-containing products with these vitamins.

Yes, the Food and Drug Administration (FDA) approved olestra for use as a fat substitute in savory snacks in 1996, but with the initial requirement of a warning label due to the potential for gastrointestinal side effects.

While olestra was largely phased out in the United States and is banned in some countries like Canada and the European Union, products containing it can still occasionally be found in some markets.

No, despite its zero-calorie promise, some studies suggested that eating olestra could interfere with the body’s natural ability to regulate fat intake, potentially leading to increased overall calorie consumption and weight gain in the long run.