Your taste buds have never been so terrified.
Limited-edition bags of Doritos “Roulette” chips are set to go on sale in the United States after debuting in Mexico back in 2012 and in Canada last year.
Each package of chips appears harmless enough, presenting a visually homogeneous collection of orange cheesy chips.
However, one out of every six chips is much spicier than its “nacho cheese” flavored companions. Exactly how spicy? Frito-Lay VP-Senior Director of Marketing Jeff Klein dubbed these outliers “melt-your-face” hot, according to Ad Age.
Doritos plans to release the “Roulette” bags in limited batches spanning 12-week periods.
“This is a product that has had some real success around the globe,” Klein explained. “I think a lot of people are going to want to [buy] it once or twice with their friends, but I don’t see it as an experience that it sustainable over a 52-week period. It is something that consumers will look forward to and we’ll put a new twist on it every year.”
He also cautioned that the product might not be friendly to the entire family.
“I don’t think you want grandma to reach in and grab the wrong chip,” quipped Klein.
The advertising campaign for “Roulette” will involve contests on social media in which fans can win various prizes roulette-style.
Watch a commercial for the enticing Doritos product below.
