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| File:Nacho-Cheese-Doritos-Bag-Small.jpg | |
| Product type | Tortilla chip |
|---|---|
| Owner | Frito-Lay |
| Introduced | 1966 |
| Related brands | Fritos |
| Markets | worldwide |
Doritos (/dˈriːtoʊz/) is a brand of seasoned tortilla chips created by Arch West and produced since 1964 by the American food company Frito-Lay (a division of PepsiCo, Inc.).
"Doritos" were released in the United States in 1964, the first tortilla chip to be launched nationally.
According to Information Resources International, in 1993, Doritos earned $1.3 billion in retail sales, one-third of the total Frito-Lay sales for the year. This made the chip the leading seller in the snack category, which also comprises cookies, crackers, cakes, and candies. Nevertheless, in the costliest redesign in Frito-Lay history, in 1994 the company spent $50 million to redesign Doritos to make the chips 20% larger and 15% thinner. Roger J. Berdusco, the vice president of tortilla chip marketing, said a primary reason for the change was "greater competition from restaurant-style tortilla chips, that are larger and more strongly seasoned". The design change was the result of a two-year market research study that involved 5,000 chip eaters. The new design gave each chip rounded corners, making it easier to eat and reducing the scrap resulting from broken corners. Each chip was also given more seasoning, resulting in a stronger flavor. The improved chips were released in four flavors beginning in January 1995.
Frito-Lay eliminated trans fat from all Doritos varieties in 2002. The same year, the Doritos brand began complying with U.S. Food and Drug Administration labeling regulations, four years before the regulations became mandatory.
The company was sued in 2003 by Charles Grady, who claimed that his throat had been damaged because of eating Doritos. According to him, the shape and rigidity of the chips made them inherently dangerous. Grady attempted to admit into evidence a study by a former chemistry professor that calculated how best to safely swallow the chips. The Pennsylvania Supreme Court later ruled that the study did not meet scientific standards and could not be presented as evidence.
In 2005, Doritos sales in the United States fell by 1.7% to $595 million. To increase sales in 2006, the company launched several new flavors, a new label, and more bilingual advertising. Frito-Lay vice president Joe Ennen described this as "the most significant rebranding and relaunch in Doritos' 38-year history".
Flavors
 | Parts of this article (those related to Doritos Canada's new flavour) need to be updated. Please help update this article to reflect recent events or newly available information. (May 2011) |
Doritos are sold in many countries worldwide in assorted flavors. The first flavor of Doritos was Taco Flavor in 1964. Nacho Cheese Flavor (Dorito's most popular product) was released in 1972, and for a short run at the end of the 1970s, the Sour Cream and Onion flavored chips were available, but were discontinued in the early 80s. Cool Ranch (known for a time as Cooler Ranch) flavor was released in 1986.
Five versions of 'Doritos Collisions,' which include two different flavors in the same bag, have been produced. Those varieties of Doritos Collisions are Hot Wings/Blue Cheese, Zesty Taco/Chipotle Ranch, Habañero/Guacamole, Cheesy Enchilada/Sour Cream, and Pizza Cravers/Ranch.
In the 1990s, in partnership with parent company PepsiCo's fast food brands, two new flavors of Doritos were introduced, Taco Bell's Taco Supreme (incorporating a "beef" flavoring that was quite different from the original 1960s "Taco" incarnation) and Pizza Hut's Pizza Cravers. After PepsiCo spun off its restaurant division in 1997, the flavors were simply renamed taco and pizza, respectively, with the pizza flavor discontinued in some markets. At around the same time, due to the popularity of Frito-Lay's Tostitos brand the unflavored Toasted Corn was briefly discontinued, then brought back. In 2007 in several markets, there was briefly a Nacho Chipotle Ranch Ripple flavor. In 2008 the Taco Bell flavor was temporarily re-released under the "Back by Popular Demand" label along with Four Cheese.
Also in the 1990s, Doritos had a flavor in Canada called Texas Tang. The flavor was only available for a few years before it was removed from their flavor line-up.
Numerous impromptu online support groups have sprung up over the years among devoted fans who miss the original Doritos Taco flavor formula. Reincarnations and relaunches of the Taco Doritos, including the recent "Back By Popular Demand" campaign, did not recreate the original Taco flavor(a sour cream flavor had been added to the formula around 1985). The taco chips included in the Zesty Taco/Chipotle Ranch "Collisions" bags were very close to the original, but were since discontinued in most of the country. In late 2010 the taco flavor recipe that was used in the 1980s returned in a limited edition "retro" styled bag incorporating the original Doritos logo, and in early 2011 the company announced that this incarnation would remain in the permanent product line-up.
In 2007 Doritos ran a campaign called "Doritos X-13D Flavor Experiment" where black, unidentified bags of Doritos were on the market for consumers to identify and name the flavor. The only flavor identification on these chips was "All American Classic". Rolland Smith was the founder of the variety of different flavors. He has created many flavors including cheeseburger, jalepeno, hot sauce, green peppers, etc.
In 2008, Doritos debuted a "mystery flavor" Quest with prizes being given as puzzles are solved. The mystery flavor was Mountain Dew.
In 2009, Doritos released some new flavors under the banner Doritos Late Night: Tacos at Midnight and Last Call Jalapeno Popper. They also modified the X-13D flavor as All Nighter Cheeseburger.
2010 saw the release of three successively spicy "Degree Burn" flavors (Blazin' Jalapeno, Fiery Buffalo and Scorchin' Habanero), cross promoted to "cool down" with Pepsi's lime "Cease Fire", and the wasabi flavored Mr. Dragon's Fire Chips. 2010 saw the introduction of Doritos to New Zealand and with it flavors including Nacho Cheese, Cheese Supreme, Salted, and Salsa.
In 2011 the original Taco flavor of Doritos was revived, returning to supermarkets. In spring, a Tapatio hot sauce flavor was released. In February of 2011, Doritos Canada gave consumers the chance to write the end of a commercial surrounding two new flavors (Onion Rings n' Ketchup, Buffalo Wings n' Ranch), one of which was taken off shelves when the contest ended. The submission with the most votes was to be shot, and the flavor "destroyed" in that submission was to be taken off shelves. Submissions closed March 13, 2011 and voting closed March 27, 2011. The chosen ending was released on May 5, 2011, with Onion Rings n' Ketchup being the winner.
Marketing
The brand's marketing campaigns have included many television commercials featuring Avery Schreiber, Jay Leno, and Ali Landry, as well as product placement in movies, such as Wayne's World.
See also
References
- Arch West obituary, Washington Post, September 26, 2011
- ^ "PepsiCo's History Timeline". Retrieved 2007-07-02.
- ^ Collins, Glenn (November 3, 1994). "Pepsico Pushes a Star Performer". New York Times. Retrieved 2008-11-12.
{{cite news}}: CS1 maint: postscript (link) - ^ Collier, Gene (January 7, 2004). "An expert weighs in on the Dorito case". Pittsburgh Post-Gazette. Pittsburgh, PA. Retrieved 2008-11-12.
{{cite news}}: CS1 maint: postscript (link) - Van Riper, Tom (January 9, 2006). "PepsiCo to Zest Up Doritos Campaign". Forbes. Retrieved 2008-11-12.
{{cite news}}: CS1 maint: postscript (link) - http://www.youtube.com/watch?v=24IQlY8ONmc
- "Collisions page at Doritos.com". Collisions.doritos.com. Retrieved 2009-07-15.
- http://chowhound.chow.com/topics/286559
- http://www.snacks.com/good_fun_fritolay/2010/12/feeling-retro-good-doritos-taco-is-back-for-a-limited-time.html
- Doritos' X-13D web page (formerly at x13d.doritos.com)
- Koski, Genevieve. "Taste Test: Mountain Dew "Quest" Doritos". A.V. Club. Retrieved 2009-07-15.
- "Doritos - The End". Frito Lay Canada. May 5, 2011. Retrieved May 5, 2011.
- "Avery Schreiber, 66, Doritos Funnyman". The New York Times. 2002-01-09. Retrieved 2007-07-02.
- ""Doritos Girl" Ali Landry Scorejgdhdfhs A Three-peat at Super Bowl XXXV in New Doritos Commercial". Archived from the original on 2007-06-13. Retrieved 2007-07-02.
- "Memorable quotes for Wayne's World (IMDB)". Retrieved 2007-07-02.
Bibliography
- Harris, Thomas L. (1999). Value-Added Public Relations. McGraw-Hill Professional. ISBN 9780844234120.
{{cite book}}: CS1 maint: postscript (link) - Smith, Andrew F. (2006). Encyclopedia of Junk Food and Fast Food. Greenwood Publishing Group. ISBN 9780313335273.
{{cite book}}: CS1 maint: postscript (link) - Stalk, George; Lachenauer, Rob; Butman, John (2004). Hardball: Are You Playing to Play or Playing to Win?. Harvard Business Press. ISBN 9781591391678.
{{cite book}}: CS1 maint: postscript (link)
External links
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