When you’ve already got flavors that people can’t get enough of, combining them in one bag may be the wave of the future. Doritos Roulette is mostly regular nacho cheese-flavored chips, but one out of every six chips is a super spicy hot version. And you can’t tell which is which by looking at them. You buy a bag; you take your chances. The company has been test-marketing Doritos Roulette in different places: they debuted in Mexico in 2012, and have been sold in Canada since last year. Doritos plans a limited run of about 12 weeks in the U.S.
Frito-Lay execs are hopeful that Roulette will do especially well in small bag formats sold at convenience stores and purchased by males around the age of 19. By contrast, the limited-edition is not geared for big family gatherings, like a picnic. "I don't think you want grandma to reach in and grab the wrong chip," Mr. Klein said.