# Anxiety-Ridden Spicy Chips The Doritos Roulette Bag Contains a Few Painfully Hot Chips By Meghan Young | Published 2014-10-14 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/doritos-roulette References: [buzzfeed](http://www.buzzfeed.com/rachelzarrell/doritos-new-roulette-flavor-has-a-few-painfully-spicy-chips) & [business.financialpost](http://business.financialpost.com/2014/07/04/doritos-roulette-chips-hot/) The bag of [Doritos](https://www.trendhunter.com/trends/doritos-dinamita-extra-flamin-hot) Roulette chips takes snacking to a more interactive level. Playfully painful, each bag contains a few very hot chips that essentially turns the eating experience into a game. People can easily pass around a bag of Doritos Roulette chips in order to see who gets what when. A fun gimmick, it brings new life to the art of eating chips. After all, Doritos Roulette essentially brings attention to the fact that eating such snacks is a very passive activity. It often accompanies a larger event, be it watching a movie or attending a party. Launched by [PepsiCo](https://www.trendhunter.com/trends/extra-flamin-hot-snacks), the Doritos Roulette chips was first launched in Canada, to the disappointment of many around the world. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 35% | Activity: 74% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Interactive Snack Experience:** Creating playful and engaging snacks with interactive elements can enhance the eating experience. - **Gameified Food Products:** Developing food products that incorporate game-like elements can add novelty and excitement for consumers. - **Unpredictable Food Variants:** Introducing food items with unexpected or varying levels of spiciness can create a unique and engaging eating experience. ### Where This Applies - **Snack Food:** The snack food industry can explore new ways to make eating snacks more interactive and entertaining. - **Food Packaging:** The food packaging industry can develop innovative packaging solutions that incorporate game-like elements to enhance the consumer experience. - **Food and Beverage:** The food and beverage industry can experiment with unexpected flavor variants to surprise and engage consumers. ## Related on Trend Hunter - [Extra-Spicy Rolled Tortilla Snacks](https://www.trendhunter.com/trends/doritos-dinamita-extra-flamin-hot.md) - [Flavor Duality Snack Chips](https://www.trendhunter.com/trends/doritos-flamin-hot-cool-ranch.md) - [Spicy Consumer-Driven Snacks](https://www.trendhunter.com/trends/extra-flamin-hot-snacks.md) - [Spiced Tangy Condiment Chips](https://www.trendhunter.com/trends/doritos-golden-sriracha.md) - [Condiment-Flavored Snack Chips](https://www.trendhunter.com/trends/doritos-snack-chips.md) - [Meta Chip-Infused Chip Dips](https://www.trendhunter.com/trends/doritos-dip.md) - [Spicy Snack Range Expansions](https://www.trendhunter.com/trends/doritos-dinamita.md) - [Pizza-Flavored Tortilla Chips](https://www.trendhunter.com/trends/doritos-loaded-pepperoni-pizza.md) - [Summertime Celebration Snack Chips](https://www.trendhunter.com/trends/doritos-twisted-queso.md)