Doritos, the popular tortilla chip brand, has ignited a firestorm of speculation and fan reaction by teasing a potential shift from its iconic triangular shape to a square one. This announcement, delivered via an Instagram post showcasing a square Dorito with the tagline “the shape of things to come,” has left many loyal consumers bewildered and some even outraged. The change, if implemented, would represent a significant departure from the traditional Doritos form, a shape that has remained largely unchanged since the snack’s inception in the early 1960s. The fervent response from fans underscores the deep connection consumers have with the brand and its signature triangular crisp.
The online discourse surrounding the announcement has been a mix of bewilderment, apprehension, and outright disapproval. Some fans expressed concern that altering the triangular shape could compromise the chip’s structural integrity, affecting its “dipability” and overall snacking experience. Others voiced a more sentimental attachment to the classic triangle, arguing that the change is unnecessary and unwelcome. The intensity of these reactions demonstrates the powerful role nostalgia and brand familiarity play in consumer preferences. While some expressed cautious curiosity, the dominant sentiment seems to be one of resistance to change.
PepsiCo, the parent company of Doritos, has remained tight-lipped about the specifics of the potential shape shift, only confirming that they are “exploring” the square Doritos concept and promising to reveal more details later this month. They also released a graphic showing the dimensions of the square prototype, indicating that its size would be comparable to the current triangular chip. This strategic ambiguity has fueled further speculation, leaving fans to ponder the rationale behind such a drastic change and its potential impact on the Doritos experience.
The potential shift to a square shape represents a bold move for Doritos, a brand that has traditionally relied on innovative flavor combinations and limited-edition releases to generate excitement and maintain market share. Over the years, Doritos has introduced a variety of novel products, such as 3D Doritos, Roulette bags with hidden spicy chips, and collaborative flavors like the Flame Grilled Whopper Doritos. These innovations, while often temporary, have demonstrated the brand’s willingness to experiment and push boundaries. However, a permanent change to the fundamental shape of the chip constitutes a much more significant departure from the familiar.
The history of Doritos is inextricably linked to its triangular shape. From its American debut in the 1960s to its rise as the top snack food in the US by 1993 and subsequent introduction to the UK market, the triangular chip has been a constant. This consistency has undoubtedly contributed to the brand’s recognition and enduring popularity. The triangular shape has become synonymous with the Doritos brand, influencing not only the eating experience but also the brand’s visual identity and marketing campaigns. The shape is also functional, facilitating dipping into various accompaniments like salsa and nacho cheese, which are often marketed alongside the chips.
The potential shift to a square Dorito raises several questions about the future of the brand. Will the new shape enhance or detract from the overall Doritos experience? Will it alienate loyal fans who are attached to the traditional triangle? What practical advantages, if any, does a square chip offer over the existing form? The answers to these questions will ultimately determine the success or failure of this bold experiment. Only time will tell if the square Dorito becomes a permanent fixture in the snack aisle or a fleeting novelty. The reaction from the public, however, suggests a strong preference for maintaining the status quo.
