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Mystery Doritos Flavors Appear On Store Shelves As Brand Unveils ‘Bold Flavor Experiment’

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Doritos, one of the marquee brands from PepsiCo’s Frito-Lay division, is bringing an air of mystery to the snack food aisle. Beginning this week, shoppers will see three new mystery flavors of Doritos Jacked tortilla chips in grocery stores nationwide. The fan challenge: try all three mystery flavors and vote for a favorite at BoldFlavorExperiment.com (becomes active April 29). The flavor that receives the most fan votes ultimately will be brought back to store shelves this fall. The three flavor names will be revealed later this summer.

Introduced in 2012, Doritos Jacked is Doritos tortilla chips that are bigger and bolder. They’re 40 percent bigger in size and thickness, and their intense flavor includes spice or tanginess. Fans who vote for their favorite Doritos Jacked mystery flavor will be eligible for daily giveaways of $1,000—in gold. The “Be Bold, Win Gold” prizes celebrate the origin of the Doritos name, which translates to “little bits of gold” in Spanish.

“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, VP 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.”

While the three mystery flavors hit store shelves this week, BoldFlavorExperiment.com will officially open for voting on April 29. The gold prizes will be awarded each day; voting is open for a total of 60 days. On the promotion site, fans also can take part in a bold scavenger hunt that will unlock clues to the mystery flavor names. The three mystery flavor names will be officially revealed once voting ends, along with the top vote-getting flavor.

The three new Doritos Jacked mystery flavors will be available in two sizes: a 10-oz. bag for a SRP of $4.29 and a 3.375-oz. bag for a SRP of $1.49.



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