Basically, Whole Foods' sale to Amazon signals that Amazon wants to sell products in "healthy" or "organic" categories. In the past, Whole Foods would have avoided Big Food products like Doritos outright, but Amazon -- seeking to expand its e-retail footprint in the organic food market -- won't have the same qualms.
"Amazon’s acquisition makes it much more likely that Whole Foods will carry these better-for-you brands, even if they’re made by large incumbent [consumer packaged goods] players," Dibadj said, per the report. "The smaller brands just can’t keep up with the spending and velocity required from Amazon anymore. We expect Whole Foods to carry more -- and more big brands too."
These Simply chips appear to be a way to put the snack brands of Frito-Lay (which is owned by multinational conglomerate PepsiCo) in that marketplace. Doritos aren't the only chips that Frito-Lay's introduced under the Simply brand, after all. Here's a list of those announced: