PLANO, Texas -- In March 2012, Taco Bell introduced Doritos Locos Tacos, featuring a shell made out of Nacho Cheese Doritos snack chips.
Doritos tortilla chips is one of the brands that make up Frito-Lay North America, the Plano, Texas-based $13 billion convenient foods business unit of PepsiCo. The Taco Bell-Doritos brand "mashup" has been a big success for the quick-service Mexican restaurant chain, which has since rolled out a Cool Ranch flavor.
Now--like one of those science-fiction stories in which the protagonist goes back in time, creating a temporal paradox by becoming his own grandfather--the concept has returned to Frito-Lay. The company has introduced Locos Tacos Doritos--chips that taste like the tacos that taste like the chips.
Each bag of Doritos Locos Doritos will contain two flavors of chips, half Nacho Cheese or Cool Ranch and half "Crunchy Taco."
"Doritos Locos Tacos will become chips 4/8! Your chance to win a #DoritosPallet: tell us how bold you'd go to try them http://pub.vitrue.com/tOZX," the snack maker announced in a @Doritos Twitter post with an image of the new line extension, pegging the debut for April 8.
Frito-Lay also recently announced a new logo and packaging for its entire Doritos brand worldwide.
Taco Bell Corp., a subsidiary of Louisville, Ky.-based Yum! Brands Inc., is the nation's leading Mexican-style QSR. It serves more than 36.8 million consumers each week in nearly 5,600 U.S. restaurants.
Purchase, N.Y.-based PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Its main businesses are Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.