Doritos get a new look

[Tannerman]

In case you haven't noticed, Doritos have a new look. Or is it "has" a new look? I'm not sure if you treat Doritos as a singular or plural in this sense. In any case, here's a photo comparison I did of an older bag with a newer design bag while in California:

Kim models the new Doritos design!
(Old on the left, New on the right)

The new design seems more uniform in the branding of flavors and less "extreme". Though I'm not quite sure I like the "EKG-like" Doritos icon that now sits at the top of every bag. According to Frito Lay, "the new packaging with a revamped logo is designed to amplify the powerful crunch and bold flavor Doritos is known for." Um, way to end a sentence with a prepositional phrase, there, Frito Lay.

But that's not all, did you know that Doritos loosely translates into the phrase "little bits of gold"? And that they were launched in 1966? Go figure. According to the new logo press release, flavors now include Nacho Cheese, Cool Ranch, Spicy Nacho, Black Pepper Jack, Guacamole, Ranchero, Salsa, Salsa Verde, Taco and Toasted Corn, as well as Baked! Doritos, Natural Doritos and Doritos Light.

Let's take a look at the new packaging, shall we? Also, since I've done my share of writing for advertising, I get a kick out of how copywriters try to describe each flavor. When I recently reviewed Baked Lay's Cheddar & Sour Cream, I wrote "now, if [Frito Lay] could just get around to coming up with more Baked Doritos flavors... Nacho Cheese and Cooler Ranch are fine and all, but how about converting some of your other flavors?" After looking all these over, I honestly didn't know that there were this many types of Doritos out there!

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Nacho Cheese
Rock your mouth with the high-decibel nacho cheese flavor that started a snacking revolution

[This flavor was known as Nacho Cheesier from 1992-2005]

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Cool Ranch
Start a stampede of cool ranch flavor that's a unique blend of cheeses with the smooth and cool taste of buttermilk

[This flavor was known as Cooler Ranch from 1992-2005]

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Spicy Nacho
Go bold with that radical spicy nacho flavor, bursting with the nacho cheese taste you love and infused with a spicy kick of red pepper

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Black Pepper Jack
Crank it up with the bold flavor of spicy black pepper and creamy pepper jack cheese

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Guacamole
Mix it up with the rich, creamy taste of avocado blended with savory spices and a hint of cilantro and lime

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Ranchero
Get your taste buds fired up with the bold, savory flavors of roasted Mexican-style chilies, onion, garlic, and lime

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Salsa
[Even though it's listed as a current flavor, the Official Site didn't provide a new image or tagline for this product]

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Salsa Verde
Feel the kick of zesty green salsa loaded with a robust blend of green jalapeno, and just the right amount of tomato and spices

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Taco
Feel the blast of south-of-the-border seasonings and the burst of bold cheese flavor

[This flavor was formerly known as Taco Supreme under a marketing agreement with Taco Bell]

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Toasted Corn
Do your own thing with the crisp, fresh toasted-corn flavor that's perfect for loading up or dipping in

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Fiery Habanero
Dare to experience the fierce, fiery flavor rush and off-the-charts intensity of habanero - the hottest chile pepper on Earth

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Then there are the oddball members of the Doritos family:

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Baked! Doritos Nacho Cheesier

[My guess is that the name and design on this will change to reflect the new Doritos look over time]

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Baked! Doritos Cooler Ranch

[Again, look for this design to change]

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Natural Doritos White Nacho Cheese

[I've never seen these in a store, nor do I know what makes them "natural"]

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Natural Doritos Cool Ranch

[I'm not even sure this flavor is still made. It's not listed on the Official Site as a flavor, but Frito Lay has nutritional information for it]

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Doritos Light

[This flavor was formerly known as WOW! Nacho Cheesier and branded with Olestra. The Olestra name was removed since it had a bad reputation for giving people cramps and diarrhea and all that. Now people are suing Frito Lay because of it]

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Of course, with this new change to the Doritos packaging, let's pay tribute to some of the previous redesigns:

Ah, the memories of chip wonderfulness. Myself, I find my loyalties lie with the old bag with a white top and the letters with orange and yellow backgrounds. I remember that design growing up. We always had the Nacho Cheese flavor around, as my Dad just loved them.