Frito-Lay are inviting American consumers to dice with spice, when it launches its Doritos Roulette cheese and hot chip snack across the US.
First introduced in Mexico and popularised in numerous global markets since, Doritos Roulette features mostly nacho cheese-flavoured chips along with one “ultra-spicy, hot chip in every handful”. With all of the chips looking the same, consumers are unable to know beforehand which chips are hot, and which chips are not. The PepsiCo-owned brand called it “the ultimate game-of-chance-style snacking experience”.
Available from US retailers for a limited time, the product is packaged in 3oz and 9.5oz bags with recommended retail prices of $1.49 and $4.29 respectively.
To support its introduction, the Doritos brand will launch a social media campaign using the hashtag #doritosroulette, offering consumers the opportunity to win various prizes such as wireless speakers and gaming consoles. But true to the Roulette concept, Doritos said, three out of every four participants will earn a truly awesome prize, while one in four will receive something completely undesirable.
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