Frito-Lay Releases New Doritos Blaze Chips

Frito-Lay expands their Doritos line of tortilla chips with the arrival of new Doritos Blaze.

The brand describes the new chips as featuring "complex flavor and heat that builds as you crunch."

It looks like they intend the "hot and spicy" line to be a sub-brand similar to Doritos Jacked and while they only have one flavor at launch, they "look to expand the platform in the future."

Interestingly, the first flavor is just "Doritos Blaze." There's no other name for it but the packaging touts "It's like licking a volcano," and claims "amped up fiery heat." Ingredients include tomato powder and jalapeno pepper powder among others.

Doritos Blaze comes in purple bags with flames and thermograph handprint graphics. It can be found at retailers nationwide in 9.75-oz bags for a suggested price of $4.29 and in 3-oz bags for a suggested price of $1.69.

Photo via Frito-Lay.