Doritos Unveils “Golden Sriracha” in Flavor Gamble
Brand Bets on Emerging Taste to Reignite Sales
In a bold move to capture evolving consumer tastes, Doritos is launching “Golden Sriracha” as a permanent flavor addition. This strategic shift aims to tap into emerging culinary trends and counteract recent dips in snack sales.
A New Era for a Snack Giant
The iconic “Cool Ranch” flavor, introduced in 1986, set a high bar for Doritos’ success. Now, nearly four decades later, PepsiCo’s Frito-Lay division is betting big on “Golden Sriracha” to emulate that popularity and bolster its snack portfolio.
This launch comes at a critical juncture for PepsiCo’s Frito-Lay. The company’s North American food division experienced a 1% volume decline in its latest quarter, a trend attributed to shifting consumer preferences and a growing demand for products with fewer artificial ingredients. Analysts note a broader trend of consumers favoring generic brands over established names in the snacking category.
PepsiCo is actively pivoting towards the burgeoning “better-for-you” market. This includes developing protein-rich snacks and creating healthier spin-offs of its popular salty offerings, reflecting a broader industry move towards wellness-conscious products.
The Quest for the Next “Mega Flavor”
Doritos’ culinary team is dedicated to identifying trending flavors that can be successfully translated into a marketable snack. Their recent focus landed on Sriracha, a popular chili sauce that has become a staple in many kitchens.
While red Sriracha is widely recognized and favored, particularly by Gen Z, James Wade, senior marketing director for Doritos, noted that its peak popularity may have passed. “It’s not necessarily ‘trend forward’ to just launch another Sriracha,” Wade commented, suggesting the market for the classic version has plateaued.
The team eventually settled on the yellow variety of Sriracha, a flavor gaining traction in diverse culinary scenes like Los Angeles’ Koreatown. Wade described yellow Sriracha as possessing a more “complex” profile, offering a balance of sweet and tangy notes that appeal to younger consumers seeking nuanced flavor experiences rather than intense heat.
“We know it’s not well-known necessarily in the moment, but the folks who know it love it — and it works really well on a chip.”
—James Wade, Senior Marketing Director for Doritos
The marketing team chose the name “Golden Sriracha” to evoke the chip’s mild sweetness and savory notes, avoiding the impression of an overwhelmingly spicy product. This strategy is designed to broaden its appeal beyond heat-seekers.
The development of Golden Sriracha took approximately two years. While the chips are formulated without artificial colors, they do contain artificial flavors to replicate the distinct Sriracha taste.
Industry analysts suggest that the inclusion of artificial flavoring may not deter a significant portion of consumers. Kenneth Shea, senior consumer products analyst for Bloomberg Intelligence, stated that many consumers “aren’t offended by that.”
Looking ahead, both traditional Doritos and the “Simply” line, which features chips without artificial colors and flavors, will continue to coexist. Shea believes this dual approach caters to a wider consumer base. “Why not have products for everyone?” Shea told CNN. “That’s the strategy going forward.”
This diversification strategy aligns with broader industry trends. For instance, McDonald’s recently announced it would remove artificial preservatives from its Chicken McNuggets in the US, signaling a significant shift in fast-food ingredients. According to public data, McDonald’s aims to appeal to a growing segment of health-conscious consumers (CNN, 2025).
