The company announced that it is to start labeling its potato chip packaging as containing "no trans fats", but is not changing the ingredients of its products as it says its chips have always been cooked in corn oil.
Jays Potato Chips have always been cooked in 100 percent corn oil, which naturally contains no trans fats, but as the company pointed out, can be more expensive than other oils.
"We want consumers to feel confident that we're offering them healthy alternatives and present our products in a manner that allows them to make informed decisions about what they eat," said Tim Healy, CEO of Jays Foods.
The changes to packaging will begin appearing on store shelves this month.
The company also announced that it was launching three new flavors to its Crispy Ridged potato chip line in the guise of Roasted Garlic & Parmesan, Jalapeno & Cheddar and Garden Herb Ranch.
This whole range, including the new flavors, will be appearing on the shelves with updated graphics.
"Contemporary flavor combinations are presented with dynamic new packaging graphics," said Healy. "These flavors were preferred in consumer testing and reflect the type of taste innovation snack food users are looking for."
Ubiquity Brands, owner of Jays Potato Chips, had previously said that it planned to launch as many as ten new products this year. "These are edgier, more intense flavors than is customary for chips," said Tom Reynolds, executive vice president of innovation for Ubiquity. And added that these chips give the extra flavor that would normally be sought from a dip.
The differences that will be seen by customers include greater prominence given to the tagline "Can't stop eating 'em", which has been intergrated with an updated logo.
"We've kept the integrity of the traditional Jays packaging with greater flavor differentiation and shelf impact," said Tim Healy. "Our new colors and graphics are going to enhance the Jays salty snack section and make it easier for shoppers to identify our products."
The new products and new packaging begin shipping to stores throughout the Midwest this week.
Trans fatty acids (TFAs) are formed when liquid vegetable oils go through a chemical process called hydrogenation. Hydrogenated vegetable fat is used by food processors because it is solid at room temperature and has a longer shelf life.
But mounting evidence suggests the TFAs raise LDL (bad) cholesterol levels, causing the arteries to become more rigid and clogged. An increase in LDL cholesterol levels can lead to heart disease.
Pushing demand for alternatives, incoming rules in the US mean that by 1 January 2006 all trans fats in food products will have to be labelled on the nutritional panel.
Supplies for a range of vegetable oils used extensively by the food industry are slated to rise for 2004/05 year on stronger yields for peanuts, soybeans and rape seed oil, building up global stocks to about 390.5 million tons.
Rape seed, soybeans and peanuts are all experiencing strong market growth as food makers continue to turn away from animal fats in favour of vegetable alternatives.
By 2008 analysts Business Communications Company predict these key vegetable edible oils will account for 69.9 per cent of the US market.