Frito-Lay Turns Up the Heat with New Tapatio Hot Sauce-Inspired Flavors

April 5, 2011

New Tapatio-Flavored Doritos, Fritos and Ruffles Hit Store Shelves in Western and Central U.S.

PLANO, Texas - PepsiCo’s Frito-Lay North America division and the family behind the renown Tapatio hot sauce brand today 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.”

New Tapatio-flavored Doritos, Fritos and Ruffles are available at select retailers for a suggested retail price of $0.99 each for small bags and $2.99 each for large bags. For more information, and a list of where to buy new Tapatio-flavored Frito-Lay products, please visit www.fritolay.com.

Doritos, Fritos and Ruffles are three of the many brands made by Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  Learn more about Frito-Lay at the corporate website, http://www.fritolay.com/, the Snack Chat blog, http://www.snacks.com/ and on Twitter at www.twitter.com/fritolay.

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.


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