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File:DORITOS LOGO GOES HERE
Product typeTortilla chip
OwnerFrito-Lay
a subsidiary of PepsiCo, Inc.
Country United States
Introduced1964
MarketsWorldwide
Websitedoritos.com

Doritos (/dɵˈriːtoʊz/) is a brand of flavored tortilla chips invented by Arch West and produced since 1964 by the American food company Frito-Lay (a division of PepsiCo, Inc.). Doritos are sold in many countries worldwide in assorted flavors. The chips are primarily made of ground corn, corn oil, and seasoning. Doritos marketing campaigns have included many television commercials featuring Avery Schreiber, Jay Leno, and Ali Landry, as well as product placement in movies, such as Wayne's World.

History

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Doritos were first invented in the United States in 1964, the first tortilla chip to be launched nationally.[1]

It soon began efforts to expand with the development of new snack food brands in the 1960s and 1970s, including Doritos (1967).

The most popular new Frito-Lay product launched during this era was Doritos, which initially was positioned as a more flavorful tortilla chip. At first the chip was perceived by consumers as being too bland, so in response the company re-launched Doritos in Taco, and later Nacho Cheese, flavors. The spicier composition proved successful, and Doritos quickly became the second most popular Frito-Lay product line, second only to Lay's potato chips.[2]

According to Information Resources International, in 1993 Doritos accounted for $1.3 billion in retail sales, one-third of the total Frito-Lay sales for the year. This made the chip the leading seller in the snack category, which also comprises cookies, crackers, cakes, and candies. 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 and 15% thinner. 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".[3] 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 improved chips were released in four flavors beginning in January 1995.[3]

Frito-Lay eliminated trans-fats 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.[4]

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.[6]

In 2005, Doritos sales in the United States fell by 1.7% to $595 million. In an effort 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".[5]

Composition

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Doritos are produced with corn kernels, which gives them a crunchier character than regular potato crisps. Doritos are made at our Coventry factory in the West Midlands. The kernels are cooked, washed and ground to make a masa dough. The dough is then kneaded and rolled flat into thin sheets, which are then cut into the classic Doritos shape. The chips are subsequently toasted, cooked in Sunseed oil, seasoned and packed.

Amid rising concerns over fat intake and trans-fats, fat content was reduced and trans-fats were eliminated from Doritos, Tostitos and Cheetos in 2004. The composition of Ruffles, Lay's and Fritos were not changed as these products did not contain trans-fats to begin with.[6]

Some Frito-Lay brand seasoned products, including some flavors of Doritos, contain beefenzymes in addition to herbs, cheese, and other seasonings. Frito-Lay's website states that they use enzymes from cows (beeftin enzymes) in some of their seasoned snack chip products to develop "unique flavors".

Slated ingredient change for 2011???? "said yesterday that it plans to cut sodium in each serving of its key brands by one-fourth in five years. "[7]

Distribution

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Doritos tortilla chips are distributed worldwide, and are sold on every continent (with the exception of Antarctica).[8] Global sales of Doritos chips (and salsas/dips in certain countries)

[9][10] As of 2009, North America was


with countries varying their flavour portfolios according to local tastes.


Products sold under the Frito-Lay name in the United States and Canada are recorded by an operating division of PepsiCo entitled Frito-Lay North America.[11] Sales and distribution of Frito-Lay products outside of these two primary markets were previously categorized under a division called Frito-Lay International; however this business unit was subsumed into the broader PepsiCo International division (presently PepsiCo Europe and PepsiCo Asia, Middle East & Africa) in 2003. Following an operations restructuring in 2009 and 2010, non-North American production and sales of global Frito-Lay brands such as Fritos, Cheetos and Lay's are handled by PepsiCo Europe and PepsiCo Asia, Middle East & Africa, Sabritas (the brand under which PepsiCo markets Frito-Lay products in Mexico), Gamesa and Latin Americas Foods - the PepsiCo business unit covering Frito-Lay distribution in Brazil, Colombia,Argentina, Venezuela and Peru.[12]

By the early 2000s, Doritos had become the largest-selling snack food in the world.[13]

In 1992, $1.2 billion in retail sales.[14]

In 1996, Doritos and Tostitos sales combined accounted for more than 50 percent of the total tortilla chip market.[15]



Flavor evolution (United States)

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  • PHOTO OF DORITOS HERE

The first flavor of Doritos was Toasted Corn followed by Taco flavor. Nacho Cheese (known for a time as Nacho Cheesier) flavor was released in 1972 while Cool Ranch (known for a time as Cooler Ranch) flavor was released in 1986.

"Doritos Collisions," which include two different flavors in the same bag, have been produced. The five varieties of Doritos Collisions are Hot Wings/Blue Cheese, Zesty Taco/Chipotle Ranch, Habañero/Guacamole, Cheesy Enchilada/Sour Cream, and Pizza Cravers/Ranch.[16]

In the 1990s, in partnership with parent company PepsiCo's fast food brands, two new flavors of Doritos were introduced, Taco Bell's Taco Supreme and Pizza Hut's Pizza Cravers. After PepsiCo spun off its restaurant division in 1997, the flavors were simply renamed Taco (quite different than the original 1960s "Taco") and Pizza, respectively, with the Pizza flavor discontinued in some markets. In certain parts of the country, the available Taco flavor is the same as the Taco Supreme flavor and Pizza Cravers, minus the Pizza Hut connection, are featured in the current Collisions flavor Pizza Cravers/Ranch. In 2007 in several markets, there was briefly a Nacho Chipotle Ranch Ripple flavor. In 2008 the original, pre-Taco Supreme Taco flavor was re-released under the "Back by Popular Demand" label along with Four Cheese.

Numerous impromptu online support groups have sprung up over the years among devoted fans who miss the original Taco Doritos flavor formula. Reincarnations and relaunches of the Taco Doritos, including the recent "Back By Popular Demand" campaign, have not recreated the original Taco flavor. The Taco chips included in the Zesty Taco/Chipotle Ranch "Collisions" bags were very close to the original, but have since been discontinued in most of the country.

In 2007 Doritos ran a campaign called "Doritos X-13D Flavor Experiment" where black, unidentified bags of Doritos were on the market for consumers to identify and name the flavor. The only flavor identification on these chips was "All American Classic". The flavor was later identified as cheeseburger.

In 2008, Doritos debuted a "mystery flavor" Quest with prizes being given as puzzles are solved. The mystery flavor was Mountain Dew.[17]

In 2009, Doritos released some new flavors under the banner Doritos Late Night: Tacos at Midnight and Last Call Jalapeno Popper. They also modified the X-13D flavor as All Nighter Cheeseburger.

2010 saw the release of three successively spicy "Degree Burn" flavors (Blazin' Jalapeno, Fiery Buffalo and Scorchin' Habanero), cross promoted to "cool down" with Pepsi's lime "Cease Fire", and the wasabi flavored Mr. Dragon's Fire Chips. 2010 saw the introduction of Doritos to New Zealand and with it flavours including Cheese, Cheese Supreme, Salsa and salt and vinegar flavors.

Worldwide flavor variants

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Doritos are sold outside of the U.S. in many different countries, including France, Australia, Germany, China, Mexico are some examples.

In Canada, : Nacho Cheese, Cool Ranch, Jalapeno & Cheddar, Bold BBQ Tortilla, Zesty Cheese, Spicy Nacho, Sweet Chili Heat, Spice 2.0, Late Night All Nighter Cheeseburger, Late Night Last Call Jalapeno Popper.[18]

1972: Doritos first distributed in Mexico via Sabritas.[19]

In the United Kingdom Doritos is available in eight flavours including Tangy Cheese, Chilli Heatwave and Hint of Lime. "In 1994 Doritos was introduced in the UK and soon became a popular household snack. Since then Doritos has grown to the second biggest brand in the Walkers Snacks Ltd portfolio and was the fastest growing brand in the business in 2009."[8]

Latin America Nacho Cheese (Puerto Rico, Guatemala) Pizza Cravers (Puerto Rico, Guatemala and Panama) Cool Ranch (Puerto Rico) Verde Radiante (Guatemala)[20]

Brazil Nacho Cheese (Queijo Nacho), Plain (Dippas), Late Night All Nighter Burguer, Sweet Chili[21]

In the Netherlands: consists of the flavors: Nacho Cheese, Pure Paprika, American Cool, Sweet Chilli Pepper and Honey BBQ. [22] Doritos products are produced in forms other than the traditional tortilla chip in the Netherlands as well: Doritos Dippas, made in Natural (plain) and "Hint of sea salt and black pepper,[23] and Doritos Bits, which are bite-sized Doritos in spherical and triangular shapes, intended for consumption by "pour(ing) a little bit straight from the pack into your mouth."[24] A line of Doritos Dippas dipsauzen - or salsa - is also produced and sold in the Netherlands.[25]

In Mexico, Doritos are available in: Nacho Cheese, Incognito (Salsa with Lemon), 3-D (tridimensional cheese chips), Pizzerola (Pizza), Diablo (Spicy Habanero) and Salsa Verde.

In Australia and New Zealand, Doritos are distributed by The Smith's Snackfood Company(an international subsidiary of PepsiCo) in five flavor variants: Original (plain), Cheese Supreme, Nacho Cheese, Mexicana, and Sweet Chili & Sour Cream. Doritos salsa dips are also produced in these countries.[26]

Promotion

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Super Bowl

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For many years, Doritos advertised heavily during the Super Bowl. According to Thomas L. Harris's Value-Added Public Relations, "the most-used single video news release of 1995" was a Doritos Super Bowl Commercial featuring recently-defeated US state governors Mario Cuomo and Ann Richards. The pair were discussing change and the ad ended with viewers aware that the change they referred to was not political, but rather a new packaging for Doritos. The ad generated a great deal of publicity before it ever ran and much discussion afterward. The governors later parodied their ad; when they were interviewed on the CBS news program 60 Minutes, the two were often seen eating Doritos.[27]

In 1998, Doritos cast former Miss USA Ali Landry in a new Super Bowl Commercial.[28] The ad featured Landry as a customer in a laundromat who catches Doritos chips in her mouth. The ad was such a success that Frito-Lay signed Landry, who became known as "The Doritos Girl", to a three-year contract. Landry described the ad as "the best thing that ever happened in my career —and that includes becoming Miss USA."[29]

For Super Bowl XLI, Doritos launched a contest, Crash the Super Bowl, to allow consumers to create their own Doritos commercial. The general public was allowed to vote for their favorite of five finalists. According to Doritos, the vote was so close that just before the game the company decided to run two of the ads rather than just one. Both commercials finished highly in ratings of commercials during this Super Bowl.[30]The following year, Doritos sponsored a contest to find a musician to feature in a Super Bowl ad. Although the ad, featuring winner Kina Grannis, generated a lot of publicity, it ranked last in popularity among the program's ads.[31]

For Super Bowl XLIII, Doritos relaunched the fan-created commercials, with the winning vote going to the "Free Doritos" ad, which featured an office worker with a snow globe (believing it to be a crystal ball) "predicting" that everyone in the office would get free Doritos, then subsequently throws the snow globe into a vending machineselling nothing but Nacho Cheese & Cool Ranch Doritos.[32] The commercial was ranked by the USA Today Super Bowl Ad Meter as the best ad for the year, earning the creators of the ad - Joe and Dave Herbert - a US $1 million prize.[33] They again aired two ads during the game ads and the second place ad also placed in the top five according to USA Today. This ad featured a guy who discovers that each crunch from his bag of Doritos causes whatever is on his mind to become reality (until he runs out of chips). Another popular commercial from the group of finalist included an executive making a presentation to other executives on a new (fictional) Doritos flavor called "Doritos Beer", which, as the name implies, is beer-flavored Doritos, with each chip containing enough alcohol as an equivalent of a 16 ounce can of beer. The executive making the presentation, eating the beer-flavored chips, ends up drunk on the chips and is down to hisunderwear and a tie by the end of the commercial.[34] For Super Bowl XLIV, four ads were entered, and if three of the commercials sweep the top three positions in that year's Ad Meter contest, all of the creators would be awarded a total of US $5 million, broken down as $1 million for first place, $600,000 for second and $400,000 for third, plus each maker would get an additional $1 million.[35]

For the Super Bowl XLIII as aired in Canada, Doritos aired the "Chip Hat" commercial [36] advertising their new "unidentified flavor" chip flavor that offers a prize of CDN $25,000 + 1% of all associated sales to someone that can both name, and create an ad for the new flavor.[37] The new winning name, Scream Cheese (or, in French, Fromage Fracassant), was submitted by Ryan Coopersmith of Montreal.

For the Super Bowl XLIV Doritos aired the “House Rules” commercial, as a “Crash the Super Bowl” finalist. It was ranked by ADBOWL as the second best ad of the year.

Other

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"A Doritos ad rolled out in 1989 featured Jay Leno revealing the secret ingredient: crunch."[38]

In 2008 Doritos were promoted by an "out-of-this-world" advertising campaign, literally beaming a 30 second advertisement for Doritos brand tortilla chips into a planetary system 42 light years away. The project was in collaboration with EISCAT Space Center in Svalbard, Norway. The "You Make It, We'll Play It" contest chose the winning advertisement that was transmitted on June 12, 2008. The ad was beamed towards a distant star within the Ursa Major constellation that is orbited by planets which may harbor life.[39]

Doritos was the main sponsor of Wolverhampton Wanderers F.C. for the 2002/03 and 2003/04 seasons, the latter of which was spent in the English Premier League. Doritos officially sponsored the "Hail to the Cheese Stephen Colbert's Nacho Cheese Doritos 2008 Presidential Campaign Coverage."[40] The money given to Colbert could not be used to directly fund his campaign, so he used the money to fund The Colbert Report. He claimed that he would not use his show to plugDoritos, but plugged the chips during these claims. After the campaign flopped, Colbert joked that his "body will stop producing bright orange waste."[41] In March 2008, Colbert partnered with Doritos, specifically the Spicy Sweet Chili flavor, to promote his Philadelphia-based coverage of the Pennsylvania primaries.[42] Doritos sponsored Super Bowl halftime shows in the 1990s.[citation needed]

In 2010, Doritos Canada launched a "Viralocity" competition, asking the public to name a new flavour and to produce an online video advertising the fictional new flavor, the video to receive the most points based on numerous factors including, most widely-viewed, wins a cash prize.[43]

References

[edit]
  1. ^ "PepsiCo's History Timeline". Retrieved 2007-07-02.
  2. ^ Smith, Andrew F. (2006). Encyclopedia of junk food and fast food. Greenwood. pp. 113–114. ISBN 978-0313335273.
  3. ^ a b Collins, Glenn (3 November 1994). "Pepsico Pushes a Star Performer". The New York Times. Retrieved 22 December 2010.
  4. ^ Wilkinson, Sophie (2002). "The Skinny on Trans Fatty Acids". Chemical & Engineering News. 81 (38): 33. Retrieved 22 December 2010. {{cite journal}}: Unknown parameter |month= ignored (help)
  5. ^ Van Riper, Tom (9 January 2006). "PepsiCo To Zest Up Doritos Campaign". Forbes. Retrieved 22 December 2010.
  6. ^ Siegel, Jeff (10 August 2005). "Conveniently Organic: Turning Green into Greenbacks". Wealth Daily. Retrieved 19 December 2010.
  7. ^ Fredrix, Emily (23 March 2010). "PepsiCo to go on a health kick". The Boston Globe / Associated Press. Retrieved 22 December 2010.
  8. ^ a b "Doritos Brand History in the UK". PepsiCo, Inc. UK & Ireland. Retrieved 22 December 2010.
  9. ^ "PepsiCo, Inc. 2009 Annual Report: Financial Highlights - Largest Brands". PepsiCo, Inc. Retrieved 19 December 2010.
  10. ^ "PepsiCo, Inc. SEC Form 10-K for fiscal year ended December 26, 2009". Businessweek Investing. Retrieved 18 December 2010.
  11. ^ "PepsiCo, Inc. (PEP) Company Description". Businessweek. Retrieved 20 December 2010.
  12. ^ "PepsiCo Investors Corporate Profile". PepsiCo, Inc. Retrieved 19 December 2010.
  13. ^ Smith, Andrew F. (2007). The Oxford companion to American food and drink. Oxford University Press. p. 240. ISBN 978-0195307962.
  14. ^ Jorgensen, Janice (1993). Encyclopedia of Consumer Brands: Consumable products. St. James Press. pp. 166–167. ISBN 978-1558623361.
  15. ^ Mazze, Edward M. (1998). The Food Industry Wars: Marketing Triumphs and Blunders. Praeger. p. 181. ISBN 978-1567201116. Retrieved 22 December 2010. {{cite book}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  16. ^ "Collisions page at Doritos.com". Collisions.doritos.com. Retrieved 2009-07-15.
  17. ^ Koski, Genevieve. "Taste Test: Mountain Dew "Quest" Doritos". A.V. Club. Retrieved 2009-07-15.
  18. ^ "Product Flavors". Doritos Canada. Retrieved 22 December 2010.
  19. ^ "Historia Cronologica (Chronological History)". Sabritas (Mexico). Retrieved 22 December 2010.
  20. ^ "Doritos Flavors". Doritos Latin America. Retrieved 22 December 2010.
  21. ^ "Doritos Flavors". PepsiCo Brazil. Retrieved 22 December 2010.
  22. ^ "PepsiCo brands - Doritos (NL)". PepsiCo Netherlands. Retrieved 22 December 2010.
  23. ^ "Doritos Dippas". PepsiCo Benelux. Retrieved 22 December 2010.
  24. ^ "Doritos Bits". PepsiCo Benelux. Retrieved 22 December 2010.
  25. ^ "Doritos Dippas dipsauzen (salsa)". PepsiCo Benelux. Retrieved 22 December 2010.
  26. ^ "Australia and New Zealand: Doritos Corn Chips & Salsas". Smith's Snackfood Company Ltd. Retrieved 22 December 2010.
  27. ^ Harris (1999), p. 112.
  28. ^ "Avery Schreiber, 66, Doritos Funnyman". The New York Times. 2002-01-09. Retrieved 2007-07-02.
  29. ^ Horovitz, Bruce (February 1, 2002). "From zero to hero in 30 seconds flat". USAToday. Retrieved 2008-11-12.{{cite news}}: CS1 maint: postscript (link)
  30. ^ Elliott, Stuart (February 6, 2007). "Thanks to the Web, the Scorekeeping on the Super Bowl has just begun". New York Times. Retrieved 2208-11-12. {{cite news}}: Check date values in: |accessdate= (help)CS1 maint: postscript (link)
  31. ^ Viskowitz, Susan (February 16, 2008). "Super Bowl boosts digital sales for Petty and others". Washington Post. Retrieved 2008-11-12.{{cite news}}: CS1 maint: postscript (link)
  32. ^ "Doritos Super Bowl XLIII Commercial: Free Doritos!". YouTube. 2009-01-27. Retrieved 2009-07-15.
  33. ^ "null". Editorandpublisher.com. 2009-04-16. Retrieved 2009-07-15.
  34. ^ "Doritos Super Bowl XLIII Commercial: New Flavor Pitch". YouTube. 2009-01-27. Retrieved 2009-07-15.
  35. ^ Horovitz, Bruce (10 September 2009). "Doritos ad contest raises the stakes". USA Today. Retrieved 22 December 2010.
  36. ^ "Doritos Guru -Talking Toys". YouTube. 2009-01-29. Retrieved 2009-07-15.
  37. ^ "Become the Doritos Guru". Doritosguru.ca. 2009-04-05. Retrieved 2009-07-15.
  38. ^ Vranica, Suzanne (18 August 2010). "Snack Attack: Chip Eaters Make Noise About a Crunchy Bag". The Wall Street Journal. Retrieved 22 December 2010.
  39. ^ Highfield, Roger (2008-03-07). "UK astronomers to broadcast adverts to aliens - Telegraph". London: Telegraph. Retrieved 2009-07-15. [dead link]
  40. ^ "Colbert video from Comedy Central". Indecision2008.com. 2007-10-18. Retrieved 2009-07-15.
  41. ^ "Doritos still the word for Colbert". Retrieved 2008-03-20. [dead link]
  42. ^ "For the First Time-Ever 'The Colbert Report' Hits the Road - 'The Colbert Report: Dorito's Spicy Sweet Pennsylvania Primary Coverage From Chili-Delphi". Retrieved 2008-04-04. [dead link]
  43. ^ Brown, Davis (8 February 2010). "Doritos wants chip-namers to go viral". Marketer News. Retrieved 23 February 2010.


Bibliography

[edit]
  • Harris, Thomas L. (1999). Value-Added Public Relations. McGraw-Hill Professional. ISBN 9780844234120.{{cite book}}: CS1 maint: postscript (link)
  • Smith, Andrew F. (2006). Encyclopedia of Junk Food and Fast Food. Greenwood Publishing Group. ISBN 9780313335273.{{cite book}}: CS1 maint: postscript (link)
  • Stalk, George; Lachenauer, Rob; Butman, John (2004). Hardball: Are You Playing to Play or Playing to Win?. Harvard Business Press. ISBN 9781591391678.{{cite book}}: CS1 maint: postscript (link)
[edit]
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