Some potato chip companies have responded to the long-standing concerns by investing in research and development to modify existing recipes and create health-conscious products. PepsiCo research shows that about 80% of salt on chips is not sensed by the tongue before being swallowed. Frito-Lay spent $414 million in 2009 on product development, including development of salt crystals that would reduce the salt content of Lay's potato chips without adversely affecting flavor.[45]