Editing Doritos (section)

== 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).{{cn|date=May 2025}}

The original product was made at the Casa de Fritos (now Rancho Del Zocalo) at [[Disneyland]] in [[Anaheim, California]], during the early 1960s. Using surplus tortillas and {{Citation needed span|taking inspiration from a traditional Mexican snack known as [[totopo]]|date=September 2024}}, the company-owned restaurant cut them into smaller pieces, fried them, and added basic seasoning. [[Arch West]] was the vice president of marketing of Frito-Lay at the time, and noticed their popularity. He made a deal in 1964 with Alex Foods, the provider of many items for Casa de Fritos at Disneyland, and produced the chips for a short time regionally, before it was overwhelmed by the volume, and Frito-Lay moved the production in-house to its [[Tulsa, Oklahoma|Tulsa]] plant.<ref>{{Cite web |last=Gustavo Arellano |date=April 5, 2012 |title=How Doritos Were Born at Disneyland |url=https://www.ocweekly.com/how-doritos-were-born-at-disneyland-6421662/ |url-status=live |archive-url=https://web.archive.org/web/20180628195340/https://www.ocweekly.com/how-doritos-were-born-at-disneyland-6421662/ |archive-date=June 28, 2018 |access-date=October 22, 2012 |website=OC Weekly}}</ref><ref>{{Cite book |last=Gustavo Arellano |url=https://books.google.com/books?id=mbUwNDfOBxQC&q=Taco+USA%3A+How+Mexican+Food+Conquered+America |title=Taco USA: How Mexican Food Conquered America |date=2013 |publisher=[[Simon & Schuster]] |isbn=9781439148624 |pages=208–209 |access-date=15 September 2017 |archive-url=https://web.archive.org/web/20230715054936/https://books.google.com/books?id=mbUwNDfOBxQC&q=Taco+USA%3A+How+Mexican+Food+Conquered+America |archive-date=July 15, 2023 |url-status=live}}</ref>

Doritos were released nationwide in 1966, the first tortilla chip to be launched nationally in the United States.<ref name="Bashin">{{Cite web |last=Bashin |first=Kim |title=The Psychological Secrets Behind Nacho Cheese Doritos |url=http://www.businessinsider.com/nacho-cheese-doritos-brand-2012-12 |url-status=live |archive-url=https://web.archive.org/web/20150221204750/http://www.businessinsider.com/nacho-cheese-doritos-brand-2012-12 |archive-date=February 21, 2015 |access-date=January 17, 2015 |publisher=Business Insider}}</ref>

According to Information Resources International, in 1993, Doritos earned $1.2 billion in retail sales, one-third of the total Frito-Lay sales for the year.

The company was sued in 1993 by Charles Grady, who claimed that his throat had been damaged while eating Doritos. According to his lawsuit, the shape and rigidity of the chips made them inherently dangerous.<ref>{{Cite web |title=Grady v. Frito-Lay |url=https://cases.justia.com/pennsylvania/superior-court/e02007_01.pdf?ts=1396142159 |url-status=live |archive-url=https://web.archive.org/web/20211208051011/https://cases.justia.com/pennsylvania/superior-court/e02007_01.pdf?ts=1396142159 |archive-date=December 8, 2021 |access-date=September 28, 2020}}</ref> Grady attempted to admit into evidence a study by a former chemistry professor that calculated how best to safely swallow the chips. The Pennsylvania Supreme Court later ruled that the study did not meet scientific standards and could not be presented as evidence.<ref name=collier/>

In the costliest redesign in Frito-Lay history, in 1994 the company spent $50 million to redesign Doritos. Roger J. Berdusco, the vice president of tortilla chip marketing, said a primary reason for the change was "greater competition from restaurant-style tortilla chips, that are larger and more strongly seasoned".<ref name="collins">{{Cite news |last=Collins |first=Glenn |date=November 3, 1994 |title=Pepsico Pushes a Star Performer |url=https://www.nytimes.com/1994/11/03/business/pepsico-pushes-a-star-performer.html |url-status=live |archive-url=https://web.archive.org/web/20130120192843/http://www.nytimes.com/1994/11/03/business/pepsico-pushes-a-star-performer.html |archive-date=January 20, 2013 |access-date=November 12, 2008 |work=New York Times}}</ref> The design change was the result of a two-year market research study that involved 5,000 chip eaters. The new design made the chips 20% larger, 15% thinner, and gave each chip rounded corners, making it easier to eat and reducing the scrap resulting from broken corners. Each chip was also given more seasoning, resulting in a stronger flavor. The redesigned chips were released in four flavors beginning in January 1995.<ref name=collins/>

In the United States, Frito-Lay eliminated [[trans fat]] from all Doritos varieties in 2002. The same year, the Doritos brand began complying with [[U.S. Food and Drug Administration]] labeling regulations, four years before the regulations became mandatory.<ref name="collier">{{Cite news |last=Collier |first=Gene |date=January 7, 2004 |title=An Expert Weighs in on the Dorito Case |url=http://www.post-gazette.com/columnists/20040107gene0107p1.asp |url-status=live |archive-url=https://web.archive.org/web/20081201124230/http://www.post-gazette.com/columnists/20040107gene0107p1.asp |archive-date=December 1, 2008 |access-date=November 12, 2008 |work=[[Pittsburgh Post-Gazette]] |location=[[Pittsburgh]]}}</ref>

In 2005, sales of Doritos in the United States fell by 1.7% to $595 million. To increase sales in 2006, the company launched several new flavors, a new label, and more bilingual advertising. Frito-Lay vice president Joe Ennen described this as "the most significant rebranding and relaunch in Doritos' 38-year history."<ref name="vanriper">{{Cite news |last=Van Riper |first=Tom |date=January 9, 2006 |title=PepsiCo to Zest Up Doritos Campaign |url=https://www.forbes.com/markets/emergingmarkets/2006/01/09/pepsi-frito-lay-0109markets09.html |access-date=November 12, 2008 |work=Forbes}}{{dead link|date=January 2022|bot=medic}}{{cbignore|bot=medic}}</ref>

On February 21, 2013, the ''Doritos'' logo was changed again,<ref>{{Cite web |last=Selwyn |first=Jeremy |date=February 28, 2013 |title=Doritos Gets a New Logo — Again! |url=http://www.taquitos.net/food/Doritos-New-Logo |url-status=live |archive-url=https://web.archive.org/web/20150215072814/http://www.taquitos.net/food/Doritos-New-Logo |archive-date=February 15, 2015 |access-date=January 16, 2015 |website=Taquitos.net}}</ref> and the advertising slogan "for the bold" was adopted.<ref>{{Cite web |title=For the Bold |url=https://www.forthebold.co.za/ |url-status=dead |archive-url=https://web.archive.org/web/20150402115507/https://www.forthebold.co.za/ |archive-date=April 2, 2015 |access-date=January 17, 2015 |df=mdy-all}}</ref>

In 2015, Doritos introduced a limited edition Rainbow Doritos product, which were only available to those making a minimum donation of $10 to the [[It Gets Better Project]], a non-profit organization that supports LGBT youth.<ref>{{Cite web |last=Boyer |first=Lauren |date=September 17, 2015 |title=Doritos Introduces Rainbow Doritos |url=https://www.usnews.com/news/articles/2015/09/17/doritos-introduces-out-rainbow-doritos-to-help-the-lgbt-community |url-status=live |archive-url=https://web.archive.org/web/20220319073524/https://www.usnews.com/news/articles/2015/09/17/doritos-introduces-out-rainbow-doritos-to-help-the-lgbt-community |archive-date=March 19, 2022 |access-date=August 26, 2017}}</ref> The promotion raised $100,000 for the organization, despite some controversy.<ref>{{Cite web |date=September 25, 2015 |title=Huckabee Asks Frito Lay to Drop Pro-LGBT Rainbow Doritos Partnership |url=http://www.foxnews.com/leisure/2015/09/25/huckabee-asks-frito-lay-to-drop-pro-lgbt-raimbow-doritos-partnership/ |url-status=dead |archive-url=https://web.archive.org/web/20161207093322/http://www.foxnews.com/leisure/2015/09/25/huckabee-asks-frito-lay-to-drop-pro-lgbt-raimbow-doritos-partnership/ |archive-date=December 7, 2016 |access-date=September 28, 2015 |website=[[Fox News]]}}</ref>