PepsiCo's Doritos Launches "Golden Sriracha" Flavor Amid Declining Snack Sales

Doritos has released a new permanent flavor, "Golden Sriracha," which it hopes will emulate the popularity of Cool Ranch and Nacho Cheese. The launch comes as the PepsiCo-owned tortilla chips maker tries to jumpstart sales for its Frito-Lay portfolio, which has faced pressure from changing consumer preferences and a crackdown on artificial ingredients. Doritos is leaning into its bold flavors, with the team behind the new flavor searching for trending flavors that could be transformed into a popular salty snack.