Trading up to better for you.

Two-thirds of our panelists agree that they would probably switch to the better-for-you snacks, "if companies like Frito-Lay could narrow the gap between the taste of snacks that arc better for you and those that are clearly not." A smaller but still significant percentage agree that kids would switch too. PepsiCo is reportedly trying to make at least 50 percent of its foods and beverages healthier by reducing and/or changing fats and adding ingredients like broccoli. McDonald's is switching to healthier (but no less fattening) oil for its fries. As long as these companies don't lose sight of the overriding importance of taste and price perception, consumers at large appreciate, applaud, and say they will support efforts to make indulgent foods healthier and/or healthy foods tastier. Note that this widespread support goes beyond the healthy and pricey chic associated with the natural and organic snacks featured at stores like Whole Foods. Many consumers know that they could get taste and health in the same pa ckage by spending lots more.

The consumer affirmations may be on the money: low fat, popularly priced snacks already account for more than 20 percent of PepsiCo sales and are up 20 percent this year. But the healthier products have to taste Really Good! We have an unforgiving and voracious appetite for full and satisfying flavors and textures that wage war with our wish for health and svelte.

One of our panelists reminded us that Diet Coke was the first big success in the better-for-you category. "Way back when, we switched to Diet Coke because it tasted good and saved calories. Now we are switching from Diet Coke to water and juices, but we have switched our entertaining chips and crackers to Baked Lays and hope that more products like that are being planned." That consumer's perception makes Pepsi's efforts look mighty good.