Doritos (/dəˈriːtoʊz/) is a brand of flavored tortilla chips produced since 1964 by American food company Frito-Lay (a wholly owned subsidiary of PepsiCo).
The original product was made at the Casa de Fritos at Disneyland in Anaheim, California during the early 1960s. Using surplus tortillas and taking the original idea from the traditional Mexican snack known as Totopo, the company-owned restaurant cut them up and fried them and added basic seasoning, resembling the Mexican chilaquiles, but in this case being dry. Arch West was the Vice President of Marketing of Frito-Lay at the time, and noticed their popularity. He made a deal with Alex Foods in 1964, 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.
"Doritos" were released nationwide in 1966, the first tortilla chip to be launched nationally in the United States. The name derives from the Mexican Spanish doradito, meaning "golden brown".
According 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. 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. 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 redesigned chips were released in four flavors beginning in January 1995.
In the United States, 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".
On February 21, 2013, the Doritos logo was changed again, and the advertising slogan "FOR THE BOLD" adopted.
Nacho Cheese Dorito
Cool Ranch Dorito
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