Frito-Lay's Worst Simply Chips Seriously Lack In The Flavor Department

Since 2002, Frito‑Lay's Simply line has promised the flavors you love with ingredients you can feel good about — no artificial colors or flavors added. On paper, it sounds like a win-win: a snack that hits your cravings without the guilt. But not every Simply chip hits the mark. In our ranking of eight Simply chip options, one stood out as particularly underwhelming: Simply Zesty Doritos Cool Ranch.

This was a tough pill to swallow. The Cool Ranch Doritos used to be a lunch bag staple, a flavor that brought a satisfying tang with every bite. But the Simply version mutes that iconic flavor, tossing in a sweet, slightly sour twist that left our reviewer scratching their head. This Simply offering is more like a "cooled-off" Cool Ranch — too cool, too flat, and not quite what you remember loving. That said, Simply Zesty Doritos Cool Ranch isn't without its bright spots. It's made from real U.S.-grown corn and packs 8 grams of whole grains per serving.

We sampled each Simply chip, checking look, texture, and taste against the original to see how the healthier version measured up. The line shines for those seeking a lighter snack with recognizable flavors. The brand's commitment to clean ingredients is admirable, even if the flavor isn't always perfect. For those balancing taste with a slightly healthier choice, Frito-Lay Simply can still be a reasonable option — just don't expect nostalgia to hit every time.

When a familiar flavor gets a "healthier" makeover, our brains expect the same taste, but often they get something different. This mismatch is a classic example of "expectation violation," where our anticipations clash with reality, leading to a less satisfying experience. Food scientists have found that our expectations significantly influence how we perceive taste.

For instance, when the color of a food item doesn't match its expected flavor — like a green-colored strawberry soda — our brains struggle to reconcile the discrepancy, often resulting in disappointment. This phenomenon underscores how deeply ingrained our flavor expectations are and how easily they can be disrupted. Brands like Frito-Lay face this challenge when they attempt to recreate classic flavors with cleaner ingredients. While some of the other products in the Simply line, like the Ruffles Sea Salt version, manage to stay true to the original taste, others, like the Simply Zesty Doritos Cool Ranch, fall short.

The altered flavor profile can leave consumers reaching for dips or other enhancements to compensate, which somewhat defeats the purpose of a healthier alternative. Perhaps the solution lies in innovation rather than imitation. Instead of reimagining beloved flavors, brands could introduce entirely new taste experiences. This approach would eliminate the inevitable comparisons to the originals and allow consumers to appreciate the new flavors on their own merits, free from the shadow of expectation.