A promotion by Frito-Lay will launch three new "mystery flavors" of Doritos Jacked tortilla chips in food stores beginning this week.

Frito-Lay, Doritos Jacked, mystery flavors, Bold Flavor Experiment, BoldFlavorExperiment.com, tortilla chips, Ram Krishnan

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Frito-Lay promo to bring Doritos 'mystery flavors' to snack aisle

April 21st, 2014

PLANO, Texas – A promotion by Frito-Lay will launch three new "mystery flavors" of Doritos Jacked tortilla chips in food stores beginning this week.

Frito-Lay said Monday that it's urging consumers to try all three Doritos Jacked mystery flavors and vote for their favorite at BoldFlavorExperiment.com. As part of the promotion, taste testers will be rewarded for voting, and the flavor garnering the most fan votes will be brought back to store shelves in the fall.

All three flavor names will be revealed later this summer. The three new Doritos Jacked mystery flavors will be available in two sizes: a 10-ounce bag for a suggested retail price of $4.29 and a 3.375-ounce bag that retails for $1.49.

Introduced in 2012, Doritos Jacked tortilla chips are 40% bigger in size and thickness and delivers a duo of intense flavors followed by a twist of spice or tanginess. For its Bold Flavor Experiment, the Doritos brand will reward those who vote for their favorite Doritos Jacked mystery flavor with daily giveaways of $1,000 in gold. The "Be Bold, Win Gold" prizing celebrates the origin of the Doritos name, which translates to "little bits of gold" in Spanish.

"There's nothing as bold as stepping into the unknown, and crunching into an unknown mystery chip with over-the-top flavor is one way we're inviting fans to be bold with the Doritos brand," commented Ram Krishnan, vice president of marketing at Frito-Lay. "Our Bold Flavor Experiment is the latest example of how we're rewarding our fans for making bold choices, this time by trying our mystery Doritos Jacked flavors and voting for the bold flavor they like best."

BoldFlavorExperiment.com will officially open for voting on April 29. The gold prizes will be awarded each day, and voting is open for a total of 60 days. On the promotion site, fans can also take part in a scavenger hunt that will unlock clues to the mystery flavor names. The three mystery flavor names will be officially revealed once voting ends, along with the top vote-getting flavor.

The Bold Flavor Experiment builds on the Doritos "For the Bold" global marketing campaign, Frito-Lay added.