In the latest billion-dollar acquisition, PepsiCo just bought Siete Foods for a staggering $1.2 billion, adding another “better-for-you” brand to their ever-expanding portfolio. While it might seem like a win for Siete’s exposure, there’s a lot to consider when small, health-conscious brands get scooped up by giant corporations known for their sugary, processed food products.

This isn't the first time we've seen big industry giants gobbling up smaller brands with strong health-conscious followings. And if you dig deeper into the history of the processed food industry, you’ll find a familiar pattern of corporate maneuvering — one that stretches back to the days when the tobacco industry was under fire for its health risks.

When Big Tobacco realized the public was starting to catch on to the dangers of smoking, they didn’t just pack up and leave. Instead, they made a strategic pivot into another profitable (and equally concerning) industry: Big Sugar.

The Shift from Tobacco to Sugar

Back in the 1950s and 60s, smoking was as common as drinking water. Tobacco companies reigned supreme, pulling in massive profits while glossing over the increasingly undeniable link between smoking and severe health issues like lung cancer.

But as public health campaigns, medical studies, and lawsuits started to build momentum, Big Tobacco began feeling the pressure. The golden age of cigarettes was coming to an end.

However, the executives in charge weren’t about to give up their cash cows without a backup plan.

Enter: Big Sugar.

Many of the same execs who once denied the health risks of smoking moved into the food and beverage industry, bringing with them similar strategies to downplay the effects of sugar consumption.

And just like that, we saw an era where sugar was marketed as harmless — even beneficial — while fat was demonized, leading to the rise of processed, sugary “low-fat” products that have had long-lasting effects on global health.

From Big Sugar to Big Snacks

Fast-forward to today, and the connection is clear. Many of the brands we consume daily — from soda to snack chips — are owned by the same massive corporations that now dominate the food industry. PepsiCo, for example, owns household names like Gatorade, Mountain Dew, Fritos, and Lay’s — products loaded with refined sugars and unhealthy fats. The same business tactics that once promoted cigarettes have shifted to promote ultra-processed foods.

PepsiCo’s acquisition of Siete is the latest example of how big corporations purchase smaller, health-focused brands to diversify their portfolios and reach the growing health-conscious market. But it also raises concerns about whether those same small brands will maintain their integrity, or if they’ll start cutting corners — sacrificing quality for corporate profits, just as we’ve seen before.

What Does This Mean for Siete?

Siete Foods built its reputation on providing gluten-free, grain-free, and dairy-free products that cater to consumers looking for healthier, clean-label options. But now that they’re under PepsiCo’s wing, what’s next? Will their cassava chips still come from responsibly sourced farms? Will they hold up their commitment to organic ingredients, or will those standards slowly erode in favor of cheaper production methods?

Remember, PepsiCo’s portfolio includes a range of ultra-processed foods notorious for being loaded with excess sugar and seed oils — ingredients that many of us try to avoid. It’s worth noting that the same corporate mindset that once prioritized cigarette sales over public health could now dictate decisions about the ingredients in your favorite "better-for-you" Siete snacks.

What to Watch Out For

When big companies take over smaller brands, subtle shifts often occur. Maybe the recipe changes, or perhaps cheaper ingredients start to sneak into the mix. Sometimes, the changes are so gradual you barely notice them… until you do. This acquisition should be a wake-up call for consumers: just because a brand starts with a mission of health and integrity doesn’t mean that mission stays intact under corporate ownership.

So, what should you keep an eye on?

• Ingredient sourcing: Will Siete still source its cassava and other ingredients from ethical, sustainable farms?
• Certification changes: Will their certificate of analysis remain as stringent and transparent?
• Product quality: Will PepsiCo slowly reduce quality to increase profitability, as we’ve seen in other acquisitions?

Staying Vigilant as Consumers

History has shown us that when profits are the priority, quality often takes a backseat. The move from Big Tobacco to Big Sugar was about protecting a business model, not consumers’ health. The same caution applies now when large corporations acquire small, health-focused brands.

While Siete’s CEO has promised that this acquisition will bring their products to more people, it’s up to us as consumers to stay informed, read labels, and hold these companies accountable. After all, the same brands that brought us Cheetos and Diet Pepsi — loaded with chemicals and excess sugar — now own a brand that built its name on clean ingredients. Let’s hope that commitment doesn’t go up in smoke.