Doritos Launches Product Reminiscent of Authentic Hispanic Snacks

Doritos Dinamita rolled flavored tortilla chips were launched today, March 29, by PepsiCo’s Frito-Lay division, offering the qualities consumers want in a Doritos tortilla chip, only rolled into a taquito-like shape. And spicier to boot. Frito-Lay says the chips “pack a zestier punch,” with flavors like Chile Limon and Nacho Picoso.

“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, VP of marketing for Frito-Lay North America, Plano, Texas. “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 rolled flavored tortilla chips were initially introduced in February in select markets in the Midwest, Texas and the Western U.S. This month the new product offering will be available at Walmart locations nationwide. The new product line will be available in two sizes: a 4-oz. bag for a suggested retail price of $1.49; and a 9.25-oz. bag for a suggested retail price of $2.99.

While preferences for flavors are as diverse as the American consumer, spicy and tangy flavors are increasingly favored, 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.