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Using surplus tortillas and taking the original idea from the traditional Mexican snack known as totopo, the company-owned restaurant cut them up, fried them, and added basic seasoning, resembling the Mexican chilaquiles, but in this case being dry.Arch West was the vice president of marketing of Frito-Lay at the time, and noticed their popularity.Nevertheless, in the costliest redesign in Frito-Lay history, in 1994 the company spent million to redesign Doritos to make the chips 20% larger, 15% thinner, and rounded the edges of the chip. Berdusco, the vice president of tortilla chip marketing, said a primary reason for the change was "greater competition from restaurant-style tortilla chips, that are larger and more strongly seasoned".The design change was the result of a two-year market research study that involved 5,000 chip eaters.For a short run in the late 1970s, Sour Cream and Onion flavored Doritos were available, but were discontinued in the early 1980s.A Sesame seed flavored chip was also available for a short time in the late 1970s.In 2008, the Taco Bell flavor was temporarily re-released under the "Back by Popular Demand" label along with Four Cheese.
In 2005, Doritos sales in the United States fell by 1.7% to 5 million.
To increase sales in 2006, the company launched several new flavors, a new label, and more bilingual advertising.
Frito-Lay vice president Joe Ennen described this as "the most significant rebranding and relaunch in Doritos' 38-year history." In 2015, Doritos introduced a limited edition Rainbow Doritos product, which were only available to those making a minimum donation of to the It Gets Better Project, a non-profit organization that supports LGBT youth.
In 2013 This idea was reintroduced rebranded as "Dinamitas", or little sticks of dynamite.
There are two varieties, a chili lime combo, and the Mojo Criollo (Creole magic), a lemon-lime and garlic flavored rolled Doritos. Rollitos had the chips baked, the tube formed with an oil-submersible box press to fry.