Company: Frito-Lay North America Inc., Plano, TX


Introduced: April

Distribution: National

Suggested Retail: $1.49 for a 3-ounce bag, $4.29 for a 9.5-ounce bag

Product Snapshot: First introduced in Mexico and popularized in numerous markets worldwide since, Doritos Roulette chips from Frito-Lay North America offer fans a game-of-chance-style snacking experience. Each bag contains mostly Doritos Nacho Cheese-flavored chips, with an ultra-spicy chip in every handful. Because all the chips look similar, consumers will be guessing whether the next chip they bite into is spicy-hot or not.