The redesigned chips were released in four flavors beginning in January 1995. Each chip was also given more seasoning, resulting in a stronger flavor. The new design gave each chip rounded corners, making it easier to eat and reducing the scrap resulting from broken corners. The design change was the result of a two-year market research study that involved 5,000 chip eaters. 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". 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, 15% thinner, and rounded the edges of the chip. Īccording to Information Resources International, in 1993, Doritos earned $1.2 billion in retail sales, one-third of the total Frito-Lay sales for the year. ĭoritos were released nationwide in 1966, the first tortilla chip to be launched nationally in the United States. He made a deal in 1964 with Alex Foods, the provider of many items for Casa de Fritos at Disneyland, and produced the chips for a short time regionally, before it was overwhelmed by the volume, and Frito-Lay moved the production in-house to its Tulsa plant. Arch West was the vice president of marketing of Frito-Lay at the time, and noticed their popularity. Using surplus tortillas and taking the original idea from the traditional Mexican snack known as totopo, the company-owned restaurant cut them up, fried them, and added basic seasoning, resembling the Mexican chilaquiles, but in this case being dry. The original product was made at the Casa de Fritos (now Rancho Del Zocalo) at Disneyland in Anaheim, California, during the early 1960s. The term dorito is a contraction of Spanish doradito (little fried and golden thing), which is a diminutive of dorado (fried and golden thing). The concept for Doritos originated in a restaurant at Disneyland.ĭoritos has also gained notability for its marketing campaigns, including many ads aired during the Super Bowl. Other specialty flavors began to make their debut during the late 1980s.
The first flavor was Toasted Corn, released in 1966, followed by Taco in 1967 and Nacho Cheese in 1972. Doritos ( / d ə ˈ r iː t oʊ z/) is an American brand of flavored tortilla chips produced since 1964 by Frito-Lay, a wholly owned subsidiary of PepsiCo.
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