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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".

See also

• Corn chip

References

1. Arch West obituary, Washington Post, September 26, 2011
2. "PepsiCo's History Timeline". Retrieved 2007-07-02.
3. ^ Collins, Glenn (November 3, 1994). "Pepsico Pushes a Star Performer". New York Times. Retrieved 2008-11-12.{{cite news}}: CS1 maint: postscript (link)
4. ^ 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)
5. Van Riper, Tom (January 9, 2006). "PepsiCo to Zest Up Doritos Campaign". Forbes. Retrieved 2008-11-12.{{cite news}}: CS1 maint: postscript (link)

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

• Doritos America
• Doritos Collisions
• Doritos UK

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