The world's first 100 percent biodegradable chip packet - designed by FritoLay for its SunChips brand - has come in for criticism from Facebook members, with 40,000 agreeing the new packaging is too loud.
PepsiCo's Frito-Lay North America division said it took four years to develop the 100 percent compostable package, which was launched in the United States in April.
The snacks bags are made with the plant-based renewable material, polylactic acid (PLA), and biodegrade in as little as 14 weeks under ideal conditions.
At the time of publishing, the Facebook group SORRY BUT I CAN'T HEAR YOU OVER THIS SUNCHIPS BAG had attracted 39,640 fans, with many posting comments complaining that the new bags frighten their pets or that conversation cannot be heard over the sound of the packet.
In response to the consumer noise over the issue, the company has provided on-shelf signs that say: "Yes, the bag is loud. That's what change sounds like."
The package was chosen by product innovation experts from the market research organization Mintel at last month's IFT food expo in Chicago as one of the most innovative new products of the past year.
According to Mintel's research, 43 percent of consumers say they are likely to buy the SunChips product because of its strong eco-friendly positioning.