# Cobranded Hot Sauce Chips These Tapatio Doritos Are an Insanely Spicy Variation on a Classic By Rebecca Byers | Published 2015-05-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/tapatio-doritos References: [brandeating](http://www.brandeating.com/2015/05/review-frito-lay-tapatio-doritos.html) & [fritolay](http://www.fritolay.com/snacks/product-page/doritos/doritos-tapatio-flavored-tortilla-chips) The Tapatio Doritos are the latest in a long list of [cobranded snacks](https://www.trendhunter.com/trends/bugles-tabasco) that capitalize on the [hot sauce hysteria](https://www.trendhunter.com/trends/valentina-chicharrones) that sees the incorporation of the condiment in almost any packaged snack one can think of. The Tapatio Doritos are a playful mix of cheese and the spicy flavor of the hot sauce. The extra spicy Tapatio Doritos have been described as having a vinegar-like tang, the flavor of red peppers and a cheesy element similar to that of the brand's classic Nacho Cheese variety. Tapatio is a California-based hot sauce company whose founders hailed from Guadalajara. Given that Tapatio could be seen as a Sriracha competitor, it's likely a big win for Tapatio to have landed a partnership with [Frito-Lay](https://www.trendhunter.com/trends/dill-pickle-hot-cheetos). ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 11% | Activity: 16% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Hot Sauce Hysteria:** The popularity of hot sauce as a condiment is driving the creation of cobranded snacks, offering opportunities for other hot sauce brands to capitalize on this trend. - **Cobranded Snacks:** Cobranded snacks, like the Tapatio Doritos, are becoming increasingly popular as companies look for unique ways to differentiate their products and tap into new markets. - **Spicy Flavor Variations:** Companies are experimenting with spicy flavor variations in snacks, creating opportunities to introduce innovative and unique taste experiences to consumers. ### Where This Applies - **Hot Sauce:** The hot sauce industry has the potential to expand by collaborating with snack companies to develop cobranded products that cater to the growing demand for spicy and unique flavors. - **Snack Food:** The snack food industry can benefit from partnering with hot sauce brands to create cobranded snacks, attracting new customers and offering exciting flavor options. - **Food Packaging:** The food packaging industry can explore innovative packaging solutions to enhance the cobranded snack experience and ensure the hot sauce flavors are preserved and delivered effectively. ## Related on Trend Hunter - [Spiced Tangy Condiment Chips](https://www.trendhunter.com/trends/doritos-golden-sriracha.md) - [Extra-Spicy Rolled Tortilla Snacks](https://www.trendhunter.com/trends/doritos-dinamita-extra-flamin-hot.md) - [Cheesy Nacho-Flavored Chip Dips](https://www.trendhunter.com/trends/tapatio-loaded-nacho-dip.md) - [Flavor Duality Snack Chips](https://www.trendhunter.com/trends/doritos-flamin-hot-cool-ranch.md) - [Citrus-Forward Tangy Snack Chips](https://www.trendhunter.com/trends/doritos-tangy-tamarind.md) - [Spicy Snack Range Expansions](https://www.trendhunter.com/trends/doritos-dinamita.md) - [Condiment-Flavored Snack Chips](https://www.trendhunter.com/trends/doritos-snack-chips.md) - [Spicy Consumer-Driven Snacks](https://www.trendhunter.com/trends/extra-flamin-hot-snacks.md) - [Hot Tortilla Chip-Flavored Tacos](https://www.trendhunter.com/trends/hot-cool-ranch.md)