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Doritos Crunch Mix / Doritos Crunch Mix Nuts

  • Translation of Trends to Innovation Platforms

  • Rapid Concept Prototyping and Design 

  • Concept Optimization

  • Strategic Future Pipeline Building


The challenge

Frito Lay is a juggernaut in snack foods, always leading the snacking category into exciting new territories of flavor, form, occasions and above all satiety. In an ongoing effort to maintain its lead position the Doritos brand has to stay ahead of the curve and regularly make new news in the category.

Our approach

The team dug in deep into the latest consumer research and decided to focus on a benefit of great satiety through format, form, crunch and flavor for more occasions. We met with R&D to understand their capabilities and which potential formats might live under the Doritos Brand Latitude. We optimized winning ideas with consumers to perfect the shapes, flavors, naming, and packaging.

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The Result

Introduced only 10 months after developing the initial concepts, Doritos Crunch Mix and Crunch Mix Nuts prove Frito-Lay's ability to go to market aggressively with a winning idea, specific to satiety, that go onto new shelves in the C-store.

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