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Doritos Conducting Bold Flavor Experiment

PLANO, Texas – As shoppers meander down the snack aisle, they will find a mystery to solve as three new, bold mystery flavors of Doritos tortilla chips reach store shelves nationwide this week.

If fans are bold enough, they can try all three mystery flavors of Doritos Jacked tortilla chips, which are 40 percent bigger in size and thickness, and vote for their favorite at The flavor that receives the most votes will be brought back to stores in September.

"There's nothing as bold as stepping into the unknown, and crunching into an unknown mystery chip with over-the-top flavor is one way we're inviting fans to be bold with the Doritos brand," said Ram Krishnan, vice president of marketing at Frito-Lay. "Our Bold Flavor Experiment is the latest example of how we're rewarding our fans for making bold choices — this time by trying our mystery Doritos Jacked flavors and voting for the bold flavor they like best."

As part of its Bold Flavor Experiment, the Doritos brand will reward those who vote for their favorite mystery flavor with daily giveaways of $1,000 in gold. The concept of these “Be Bold, Win Gold” prizes stems from the origin of the Doritos name, which translates to “little bits of gold” in Spanish.

Official voting on the site begins April 29, and gold prizes will be awarded each day for the 60-day voting period. Also on the site, fans can engage in a scavenger hunt that will unlock clues to the mystery flavor names, which will be revealed later this summer along with the winning flavor.

The three Doritos Jacked mystery flavors are available in two sizes: a 10-ounce bag for a suggested retail price of $4.29 and a 3.375-ounce bag for a suggested retail price of $1.49.

The Bold Flavor Experiment expands on the Doritos brand's “For the Bold” global marketing campaign, which celebrates the brand’s legacy of empowering its fans to “seize the moment and live boldly,” according to the company.

Doritos is one of the marquee brands of PepsiCo Inc.’s Frito-Lay division.

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