Doritos's Slogans & Taglines

Doritos is a premier global snack brand that commands market-defining equity as the world's absolute leader in the flavored tortilla chip category. The concept famously originated in the early 1960s at Disneyland inside "Casa de Fritos," a park restaurant where kitchen staff began cutting up, frying, and seasoning surplus tortillas instead of discarding them. Recognizing its massive commercial potential, Arch West, then Vice President of Marketing for Frito-Lay, formalized production, and Doritos made their historic national debut in 1966 as the first nationally distributed tortilla chip in the United States.