A Miracle Ingredient or Marketing Misstep?
In the late 1990s, the food industry was obsessed with creating “fat-free” versions of popular snacks to satisfy the diet-conscious consumer. One of the most talked-about innovations was Olestra, a synthetic fat substitute developed by Procter & Gamble and marketed under the brand name Olean. The appeal was simple: Olestra replicated the taste and texture of regular fat, but because its molecules were too large to be absorbed by the human body, it passed through the digestive system without adding calories. It was billed as a guilt-free indulgence, allowing snack lovers to enjoy their favorite chips without the fat.
The Food and Drug Administration (FDA) approved Olestra for use in snacks in 1996, and the stage was set for a food revolution. Two major snack companies enthusiastically adopted the new ingredient, leading to a period of unprecedented success followed by a swift and embarrassing downfall. The story of Olean and the chips it powered is a cautionary tale about innovation, consumer perception, and the unintended consequences of chasing a nutritional silver bullet.
Frito-Lay's WOW! Chip Line
When discussing what chips have Olean in them, Frito-Lay's WOW! line is the most famous example. Launched in 1998, the line featured several of Frito-Lay's most recognizable products, all fried in the fat-free Olestra. The national rollout was a massive event, and initial sales were incredibly strong, reaching $400 million in the first year. The list of WOW! chips that contained Olean included:
- Lay's WOW! Chips: The classic potato chip, now with zero fat.
- Ruffles WOW! Chips: The ridged potato chips for dipping, now guilt-free.
- Doritos WOW! Chips: The popular nacho cheese tortilla chips got a low-calorie makeover.
- Tostitos WOW! Chips: The tortilla chip brand also joined the fat-free trend.
For a brief period, the WOW! brand was a huge success, capitalizing on the public's appetite for low-fat alternatives. However, this success was built on a shaky foundation.
Pringles Light and Other Olean Products
Procter & Gamble, the same company that developed Olean, also owned the Pringles brand at the time. They were eager to showcase their new ingredient in their own product.
- Pringles Light: P&G introduced a fat-free version of their popular potato crisps, also made with Olean. The product was test-marketed in Ohio starting in 1996 before a national rollout.
Other companies also used Olean, though their products received less fanfare or scrutiny. For instance, Nabisco used Olean in its fat-free versions of Ritz crackers and Wheat Thins.
The Problem with Olestra and The Backlash
While Olestra delivered on its promise of a fat-free, crispy texture, it came with a significant and highly publicized downside: unpleasant gastrointestinal side effects. The most common complaints included abdominal cramping, diarrhea, and loose stools. In more severe cases, consumers reported distressing symptoms that became infamous in pop culture, with one phrase in particular becoming associated with the product.
In addition to the digestive issues, Olestra also interfered with the body's ability to absorb fat-soluble vitamins (A, D, E, and K) and beneficial antioxidants like carotenoids. To mitigate this effect, the FDA mandated that companies fortify their Olestra-containing products with these vitamins. As part of its approval, the FDA required a specific warning label on all products containing Olestra. The backlash was fierce, fueled by consumer complaints and highly critical reporting from organizations like the Center for Science in the Public Interest (CSPI). Sales quickly plummeted as consumers became wary of the side effects and the unflattering media attention.
Comparison of Olean Chips vs. Modern Baked Alternatives
Today, consumers looking for a lower-fat chip option have many safer alternatives. Here is a comparison of the key characteristics of chips containing Olean versus modern baked potato chips.
| Feature | Olean Chips (WOW!, Pringles Light) | Modern Baked Chips (e.g., Lay's Baked) |
|---|---|---|
| Fat Source | Synthetic fat substitute (Olestra/Olean) | Regular vegetable oil, used sparingly |
| Fat Content | Zero grams of fat per serving | Reduced fat content (e.g., typically 65% less fat than regular) |
| Taste/Texture | Mimics traditional fried chips, but with a unique taste and mouthfeel | Delivers a recognizable potato flavor with a crispy, less greasy texture |
| Side Effects | Notorious for causing abdominal cramping, diarrhea, and loose stools | No known adverse digestive side effects |
| Nutrient Impact | Inhibited absorption of fat-soluble vitamins, requiring fortification | No known inhibition of vitamin absorption |
| Market Status | Discontinued in the U.S. and banned in several countries like Canada and the U.K. | Widely available and popular, successfully coexisting with regular chips |
The Discontinuation of Olean Chips
Public perception turned irreversibly against Olestra. Despite the FDA removing the mandatory warning label in 2003, citing studies that suggested digestive issues were comparable to high-fiber foods, the damage was already done. Frito-Lay tried to salvage its product by rebranding the WOW! line to "Light" in 2004, but consumer trust had eroded. The products never regained their footing, and by 2016, all chips in the former WOW! line were officially discontinued. Kellogg's also discontinued the Pringles Light crisps. The Olestra manufacturing plant was sold off by P&G in 2002. The story serves as a prime example of a product whose science outpaced its consumer readiness and market acceptance.
Conclusion
While the answer to "what chips have Olean in them?" points to popular brands like Lay's, Ruffles, Doritos, Tostitos, and Pringles from the late 1990s, the important follow-up is that they are no longer on store shelves. The story of Olean and Olestra is a memorable and cautionary tale from the history of snack food innovation. Intended as a revolutionary fat-free ingredient, it was ultimately doomed by widespread consumer complaints about its digestive side effects. The saga of WOW! chips and Pringles Light stands as a testament to the fact that taste and novelty are no match for a product that causes significant discomfort.
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