Mysterious Doritos Flavors Appear On Store Shelves As Brand Unveils 'Bold Flavor Experiment'

Doritos Brand to Reward Fans for Voting for their Favorite Mystery Flavor, Giving Away $1,000 Gold Coin Prizes Each Day for 60 Days

Mystery Flavor Names to be Revealed in Late June with Fan-Favorite Flavor Returning to Store Shelves in September

News provided by

Frito-Lay North America

Apr 21, 2014, 06:00 ET

PLANO, Texas, April 21, 2014 /PRNewswire/ -- Doritos, one of the marquee brands from PepsiCo's Frito-Lay division, has introduced a bold new mystery to the snack food aisle. Beginning this week, shoppers will see three new mystery flavors of Doritos Jacked tortilla chips making their way to grocery stores nationwide. The fan challenge: if you're bold enough, try all three mystery flavors and vote for your favorite at www.BoldFlavorExperiment.com. As part of the promotion, bold taste testers will be rewarded for voting, with the flavor receiving the most fan votes ultimately being brought back to store shelves this fall. All three bold flavor names will be revealed later this summer. For more details and official rules, please visit www.BoldFlavorExperiment.com.

Introduced in 2012, Doritos Jacked is everything fans love about Doritos tortilla chips, only jacked up for a bigger and bolder experience. Forty percent bigger in size and thickness, the chip delivers a one-two punch of intense flavors followed by a twist of spice or tanginess that packs the ultimate crunch. For its Bold Flavor Experiment, the Doritos brand will reward those who vote for their favorite Doritos Jacked mystery flavor with daily giveaways of $1,000 — in gold. The "Be Bold, Win Gold" prizing celebrates 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," explained Ram Krishnan, vice president of marketing, 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, www.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 can also 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 suggested retail price of $4.29 and a 3.375 oz bag for a suggested retail price of $1.49.

The Bold Flavor Experiment builds on the Doritos "For the Bold" global marketing campaign that celebrates the brand's legacy of empowering its fans to seize the moment and live boldly. Over the years, the Doritos brand has done everything from turning over its commercial airtime so fans can crash the Super Bowl with their homemade advertisements, to most recently rewarding fans with the ultimate concert experience if they completed a series of challenges known as "Bold Missions."

About Doritos
Doritos is one of the leading brands from PepsiCo's (NYSE: PEP) global snack portfolio. To learn more about the Doritos brand, visit its website at www.doritos.com.

About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

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SOURCE Frito-Lay North America