Frito-Lay, Tapatio Hot Sauce partner on new chips
April 20, 2011
by Eric Schroeder
PLANO, TEXAS — Frito-Lay North America, a division of PepsiCo, Inc., has teamed with Vernon, Calif.-based Tapatio Hot Sauce to sell and distribute Tapatio hot sauce-flavored Doritos tortilla chips, Fritos corn chips and Ruffles potato chips. The new Tapatio-flavored products began rolling out in grocery and convenience stores in the western and central regions of the United States this month.
All three Tapatio-flavored Frito-Lay products include a combination of red chili peppers, spices and a hint of garlic — the same ingredients used to create the original Tapatio hot sauce recipe. The Tapatio taste is added to Doritos Nacho Cheese flavored tortilla chips to make Doritos Tapatio, while the hot sauce is combined with a hint of lime juice to create Ruffles Tapatio Limon.
“Since first entering the market four decades ago, Tapatio hot sauce has become a must-have for consumers looking to add authentic Mexican flavor to meals and snacks,” said Dorothy Jones, senior director of innovation for Frito-Lay North America. “We’re so excited to now bring that exceptional flavor — a perfect blend of heat and smokiness — to some of our most popular Frito-Lay brands, and satisfy consumers eager for hotter, spicier foods.”
Tapatio hot sauce was first introduced to consumers in the early 1970s.
New Tapatio-flavored Doritos, Fritos and Ruffles are available at select retailers for a suggested retail price of 99c each for small bags and $2.99 each for large bags. For more information, and a list of where to buy new Tapatio-flavored Frito-Lay products, please visit www.fritolay.com.