Each one ounce serving of the new crisps contains half a serving of fruits or vegetables and the range comes in six flavours: Farmland Cheddar, Garlic & Herb Field, Tangy Tomato Ranch, Wild Berry Patch, Apple Cinnamon Grove and Peach Mango Paradise. Concerns over obesity and poor diet have contributed to a recent dip in potato crisp sales as consumers avoid the traditionally high-fat, high-salt product. The nutrition backlash has forced snack manufacturers into new areas of innovation such as fruit-based alternatives or reformulating major brands to contain less additives and fat. According to a UK survey carried out by research group Key Note, around 40 per cent of those questioned said they were buying less potato crisps and other savoury snacks than 12 months ago and 83 per cent argued that manufacturers needed to do more to reduce fat, salt and sugar levels in snack foods. Frito-Lay's vice president of innovation Joe Ennen said: "Flat Earth is an innovative snack product that builds on and expands Frito-Lay's health and wellness portfolio. Today's consumer demand for healthier options was our call to action to develop the unique brand of Flat Earth baked snacks." In addition to its fruit and vegetable snack products, the company has pursued its health and wellness portfolio by removing trans fats from its entire snack range and switching to more nutritious cooking methods such as baking and using the healthier sunflower and corn oils.