PepsiCo has announced the launch of a new Rainbows version of its Frito-Lay Doritos tortilla chips in the USA.
The product features the classic tortilla chips in a range of ‘rainbow’ colours and has been launched in partnership with the It Gets Better Project, which works for the welfare of the lesbian, gay, bisexual and transgender community.
Doritos Rainbows is being released online and for a limited period only, available exclusively to consumers who donate $10 or more in support of the It Gets Better Project.
Commenting on the launch, Frito-Lay chief marketing officer Ram Krishnan said: “Time and again, our consumers have shown us, there really is nothing bolder than being true to yourself and living life to the fullest. With Doritos Rainbows chips, we’re bringing an entirely new product experience to our consumers to show our commitment toward equal rights for the LGBT community and celebrate humanity without exception”.
Source: F&B News