Not to be outdone by its wetter cousin, Pepsi, the tasty Doritos chips have undergone a new global brand and package redesign that brand owner PepsiCo says will create a ‘global harmonization’ across the line.
Global harmonization was seen as the necessary step in the brand’s evolution, as until this time, Doritos had over 25 different design variations around the world.
Created by the design and branding agency Hornall Anderson out of its London, UK office, the team traveled around the world to see how the brand connected emotionally with its prime demographic audience—young adults and teens.
Hornall Anderson looked at sports, gaming, grooming styles, fashion and music which they applied to a design system to bring a more global look and feel to the Doritos brand.
The new look Doritos features a wider and cleaner package with a redesigned triangular logo moving with electric heat through the two “O’s” in the Doritos name. As well, the Doritos name is being presented with bolder lettering.
Says Doritos brand manager Taylor Jenkins: “We are thrilled with the new design as it is our first step towards embracing a unified global positioning for Doritos.
“Our design has been elevated to combine the global energy with social share-ability that we feel will break through with our core consumer.”
The actual campaign for Doritos uses “For the Bold” tagline, and is being pushed by the U.S. public relations firm Goodby, Silverstein & Partners.
Doritos is one of PepsiCo’s billion-dollar brands, and has a global market share of 39 per cent.
The new global Doritos rebranding was launched in March, 2013.
(Photo image is of the UK Doritos package.)
FAQs
Doritos, a leading brand from PepsiCo's Frito-Lay division, has partnered with branding and design firm Hornall Anderson to update its identity and packaging to create global harmonization and unleash the power of the iconic brand.
When did the Doritos logo change? ›
In March 2013, Doritos redesigned its packaging and logo as part of its first global marketing campaign. The "For the Bold" campaign will use crowdsourcing initiatives from 37 countries, emphasizing Dorito's focus on its consumers "living for the moment" attitude.
Who invented Doritos? ›
Archibald Clark West (September 8, 1914 – September 20, 2011) was a marketing executive credited with the development of Doritos, a brand of seasoned tortilla chips.
What are the ingredients in Doritos original? ›
Corn (Maize), Vegetable Oils (Corn, Sunflower, Rapeseed, in varying proportions), Cool Original Flavour [Flavourings (contains MILK), Salt, Glucose Syrup, Sugar, Potassium Chloride, Cheese Powder (from MILK), Flavour Enhancers (Monosodium Glutamate, Disodium 5'-Ribonucleotides), Acidity Regulators (Malic Acid, Sodium ...
Why did Doritos get rid of Jacked? ›
Doritos Jacked Ranch Dipped Hot Wings ~ A flavor I would often see sold out in stores yet the Frito Lay company has told me that it was because of a simple lack of people purchasing the particular flavor as to why it had been pulled from the shelves of all retailers and discontinued manufacturing.
Why did Doritos remove 5 chips? ›
Not only have prices been on the rise across the country, many of your favorite products are getting smaller. Frito-Lay, a subsidiary of Purchase-based PepsiCo, has announced that consumers will be getting five fewer chips in a bag of Doritos. A company spokesperson says they need to cut somewhere because of inflation.
What is the oldest Doritos flavor? ›
The very first Doritos were sort of plain-flavored. American consumers found the chips kind of plain without sauce, so Frito-Lay gave them a sort of Mexican seasoning called “Taco” in 1968. What we think of as the “original” flavor, nacho cheese, debuted in 1974.
Why is the Doritos logo a triangle? ›
According to the company, the triangle shape was chosen for its unique eating experience and ease of cutting from a tortilla. The corners of the triangles create a greater surface area for seasoning to stick to, resulting in a more flavorful snack.
What is the Doritos font called? ›
The Doritos logo is written in a sans serif font, a type of font that is simple and easy to read.
Are there pork enzymes in Doritos? ›
Yes, in the past they used pork “enzymes” for one style of Doritos. The cheeseburger flavored. When the cheeseburger style went out the Doritos left, all styles and flavors stayed where they were before and after, with no pork enzymes or anything even related to pork.
History The term dorito is a contraction of Spanish doradito (little fried and golden thing), which is a diminutive of dorado (fried and golden thing). The original product was made at the Casa de Fritos (now Rancho Del Zocalo) at Disneyland in Anaheim, California , during the early 1960s.
Is Doritos owned by Disney? ›
In the early days of Disneyland, a restaurant named Casa de Fritos invented Doritos by repurposing stale tortillas they bought from a local vendor. The chips proved to be so popular they were eventually rolled out nationally by Frito-Lay in 1966. Today the brands sells $1.48 billion of the chips every year.
Can Muslims eat Doritos? ›
Here are some halal Doritos you could consume as much as you want; Lay's Classic, Ruffles Original, Fritos, Tostitos, Original SunChips, and Rold Gold Pretzels. Doritos BBQ and Doritos sweet chilli heat are also halal. Any Doritos with Halal certification is halal and okay for practising Muslims to eat.
What are the addictive ingredients in Doritos? ›
Doritos contain flavour enhancer: Monosodium Glutamate that is known to be an addictive chemical (not natural).
Do Doritos have MSG? ›
Consumer favorites like Doritos and Pringles are just some of the chip products that contain MSG (10, 11). Aside from being added to potato chips, corn chips, and snack mixes, MSG can be found in a number of other snack foods, so it's best to read the label if you want to avoid consuming this additive.
Did Doritos change their bag size? ›
Frito-Lay shrunk the size of Doritos bags by 5%. When questioned, they admitted “we took just a little bit out of the bag so we can give you the same price, and you can keep enjoying your chips.”They're not even trying to hide how they're ripping you off.
Did they bring back 3D Doritos? ›
Update: December 21, 2020
According to Frito-Lay, the revived snack will hit stores next Monday, December 28. Both Doritos 3D Crunch Spicy Ranch and Doritos 3D Crunch Chili Cheese Nacho will be available in 2-ounce bags for a suggested price of $1.89 and 6-ounce bags for $4.29.
What is the recall on Doritos? ›
Company Announcement. PLANO, Texas – August 1, 2023 – Frito-Lay has issued a voluntary recall of a limited number – less than 7,000 bags – of 14.5 oz and 1 oz Doritos Nacho Cheese Flavored Tortilla Chips that may contain undeclared soy and wheat ingredients from spicy sweet chili tortilla chips.
What is Doritos packaging made of? ›
A bag of chip contains seven layers of plastics, mostly polypropylene, or #5 plastic as it is identified by its resin code; the outer and inner layer of polypropylene plastic in chip bags help provide a moisture barrier to keep chips crispy.
