Doritos packs on the heat with latest offering

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Doritos packs on the heat with latest offering

By Gisselle Gaitan - 01/04/2018

PepsiCo's Frito-Lay division has introduced a new product to its Doritos snack line. The latest launch, Doritos Blaze is both hot and spicy, with a complex flavor and heat that builds with every bite, the company said.


The company is looking to join the rising trend of spicy foods, which is projected to be one of the most popular food trends in the years to come, as 1 out of 4 consumers are eating spicy foods more often than they have in the past, according to research from Mintel.


"Doritos Blaze is truly a first-of-its-kind snack with a robust flavor that's as bold as the heat in every bite," Ryan Matiyow, senior director of marketing of Frito-Lay North America, said. "We know our heat-seeking fans will enjoy this intense snacking experience all year long."


Although Doritos Blaze is currently launching in one spicy flavor, the company will look to expand the product’s platform in the future. Consumers can purchase the snack in two sizes, a 9.75-oz. sized bag for the suggested retail price of $4.29 and a 3-oz. sized bag for $1.69 at retail locations throughout the nation.