Frito-Lay Launches New Tapatio Hot Sauce-Inspired Flavors

Aimed at consumers looking to add a zesty kick to their snacking, the new Tapatio-flavored products are rolling out in grocery and convenience stores in the western and central regions of the U.S. this month.

4/6/2011 --- PepsiCo's Frito-Lay North America division and the family behind the renown Tapatio hot sauce brand announced a new partnership in which Frito-Lay will sell and distribute Tapatio hot sauce-flavored Doritos tortilla chips, Fritos corn chips and Ruffles potato chips. Aimed at consumers looking to add a zesty kick to their snacking, the new Tapatio-flavored products are rolling out in grocery and convenience stores in the western and central regions of the U.S. this month.

All three Tapatio-flavored Frito-Lay products include a unique combination of red chili peppers, spices and a hint of garlic – the same ingredients used to create the original Tapatio hot sauce recipe. That distinct Tapatio taste is added to top-selling Doritos Nacho Cheese flavored tortilla chips to make Doritos Tapatio. In Ruffles Tapatio Limon, a hint of lime juice is combined with the fiery hot sauce for a one-of-a-kind, tangy twist. All three Tapatio-flavored products offer an entirely new taste experience reminiscent of spicy Mexican cuisine.

"Since first entering the market four decades ago, Tapatio hot sauce has become a must-have for consumers looking to add authentic Mexican flavor to meals and snacks," said Dorothy Jones, senior director, innovation, Frito-Lay North America. "We're so excited to now bring that exceptional flavor – a perfect blend of heat and smokiness – to some of our most popular Frito-Lay brands, and satisfy consumers eager for hotter, spicier foods."

Tapatio hot sauce was first introduced to consumers in the early 1970s. Founder Jose-Luis Saavedra, Sr. began by making batches of hot sauce from his family home and personally delivering bottles of the finished product to local Los Angeles markets. Though the first few years were difficult, and at times even uncertain, Tapatio hot sauce eventually caught on and is now a staple in homes and restaurants across the U.S., particularly in the western part of the country.

"Tapatio hot sauce and Frito-Lay share a common heritage, both beginning as small, family-owned businesses and growing thanks to loyal and passionate fans who love our products," said Jose-Luis Saavedra, Sr., founder, Tapatio Hot Sauce. "We're excited to work with Frito-Lay on the next phase of Tapatio's growth, and can't wait to bring our unique hot sauce flavor to many new consumers through Frito-Lay's popular brands."