Snacks & Candy

Frito-Lay Rolls Out Rolled Doritos

Shape reminiscent of authentic Hispanic snack food

PLANO, Texas -- PepsiCo Inc.'s Frito-Lay division has introduced Doritos Dinamita tortilla chips, a spicier new offering rolled into a taquito-like shape. Aimed at consumers looking to add a touch of spice to their snacking, Doritos Dinamita rolled flavored tortilla chips pack a zestier punch in flavors such as Chile Limon and Nacho Picoso--all in a shape reminiscent of a popular Hispanic menu item.

"We wanted to transform the bold taste of Doritos tortilla chips into a snack that captures the exciting essence of Hispanic snack foods through the shape and flavors you would find in Latin American cuisine," said Ram Krishnan, vice president of marketing for Frito-Lay North America. "The Doritos Dinamita product line truly accomplishes that, offering consumers everything they love about traditional Doritos tortilla chips, but with a spicy new twist."

Doritos Dinamita were initially introduced in February in select markets in the Midwest, Texas and the western United States. This month, the new product offering will be available at Walmart locations nationwide.

The new product line will be available in two sizes: a four-ounce bag for a suggested retail price of $1.49; and a 9.25-ounce bag for a suggested retail price of $2.99.

Spicy and tangy flavors are becoming increasingly popular, prompting Frito-Lay to consider ways to customize some of its most popular chips into snacks catering specifically to fans of spicier, Latin American-inspired foods. This is the latest snack innovation that follows previous spicier additions to Frito-Lay's snack portfolio, which already includes Tapatio hot sauce-flavored Doritos tortilla chips, Fritos corn chips and Ruffles potato chips, as well as Limon and Chile Limon-flavored Lay's potato chips.

Doritos tortilla chips is one of the billion-dollar brands that make up Plano, Texas-based Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo, Purchase, N.Y. 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.


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