Doritos

The story of Doritos begins in 1964 at the Casa de Fritos restaurant inside Disneyland, where founders Nick and Ed Robbins served triangular fried tortillas to guests. Frito-Lay manager Douglass L. Stoddard visited the park, recognized the potential for mass production, and purchased the recipe to launch the brand nationally by 1966.

Headquartered in Plano, Texas, the brand operates under Frito-Lay, a subsidiary of PepsiCo. While specific standalone revenue figures remain internal, the snack giant reported total revenues exceeding $90 billion in recent fiscal years. Doritos maintains a dominant position in the savory snack sector across over 100 countries, competing against Lay's and regional brands like Sabritas.

In 2026, the company intensified its marketing with an F1 Head2Head collaboration featuring Late Night Loaded Taco and Chimichurri Lime flavors. The brand also expanded into foodservice with a limited-time Subway partnership offering Hot Honey Nachos. Recent product updates include the July 2026 launch of Simply Nkd Dinamita Chile Limon, which caters to demand for cleaner labels despite broader industry criticism regarding ultra-processed foods. [edit]