Good morning. Today, PepsiCo aims to reposition potato chips; first-class and corporate travelers become one airline’s growth engine; and Levi Strauss credits marketing and direct sales for giving its turnaround traction.

Lay’s iconic yellow bags later this year will start declaring that the chips inside are “made with real potatoes,” Laura Cooper reports.

That’s always been true, and the classic packaging already pictured a potato turning into chips, but parent company PepsiCo believes Lay’s can drive the point home further. Its evidence includes 2021 consumer research that found 42% of people didn’t know the chips were made from real potatoes.

The company also wants Lay’s to appear healthier, so some varieties will start frying in olive or avocado oil instead of seed and corn oils, while barbecue flavors will eliminate artificial coloring.

For years PepsiCo has gradually reduced the sodium, saturated fat and sugar content in its products. But pressure is growing on food makers to make more drastic changes. The Make America Healthy Again movement championed by Health Secretary Robert F. Kennedy Jr. has gained sway in Washington, taking aim at artificial colors and seed oils.

Delta Air Lines expects its rapidly expanding luxury and corporate business to overtake its economy-class sales by 2027, and maybe even for a quarter or two next year, Dean Seal writes.

“Much of our growth, if not all of it, will be in the premium sectors,” Delta President Glenn Hauenstein said on a call with analysts to discuss the company’s latest results.

Delta credited premium cabin demand, corporate travel and loyalty customers for a 6% increase in revenue for the third quarter.

The carrier caters to higher-earning consumers who are still spending despite signs of turmoil in the economy and seeking out travel.

“Their number-one objective is to travel,” CEO Ed Bastian said. “It’s to go out and adventure, to invest in themselves, to invest in the experience economy.”

Levi Strauss & Co. raised its fiscal-year outlook as the company’s focus on its direct-to-consumer business and broader brand turnaround continue to catch on with shoppers, Conor Hart reports.

“This is not happening by accident,” Chief Financial Officer Harmit Singh said Thursday on an earnings call. “We narrowed our focus, exited low-margin brands and really doubled down on Levi’s.”

Higher overall revenue was led by an 11% rise in direct-to-consumer sales, Singh said, while the company’s wholesale business grew 3%.

The company’s effort to reposition itself as a lifestyle brand is also gaining momentum, with a growing share of sales coming from products beyond jeans. Marketing including deals with Beyoncé and Shaboozey has been key to that expansion, Singh said.

Next year the company plans ads tied to the Super Bowl and FIFA World Cup matches at Levi’s Stadium in California.

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A Burger King ad campaign in Brazil depicts babies reaching longingly for their parents’ fast food. [Creative Bloq] 

Tyra Banks says she has finally perfected “hot ice cream” at her Sydney, Australia, dessert shop Smize & Dream. People have some questions. [Vibe]

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British activewear brand Gymshark is opening stores in the U.S. [Modern Retail] 

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