Doritos has unveiled a bag of rainbow-colored chips in support of the LGBT community.
Snack food maker Frito-Lay, the company behind Doritos, has partnered with the It Gets Better campaign in introducing the chips, which are based on the colors of the rainbow Pride flag. The It Gets Better organization provides support to gay, lesbian and transgender youth.
“Time and again, our consumers have shown us, there really is nothing bolder than being true to yourself and living life to the fullest,” Frito-Lay chief marketing officer Ram Krishnan said in a statement. “With Doritos rainbow 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.”
Chip-lovers who want a taste of the rainbow-colored snack will not find the new product on store shelves; instead, the only way to get a bag is to donate a minimum of $10 to the It Gets Better campaign.
Yahoo reports that the chips are a variation of the standard Cool Ranch-flavored chips.
The company urged donors buying the chips to show their support on social media by using the hashtag #BoldAndBetter.
Doritos follows in the vein of other popular snack and fast food companies that have shown support for the LGBT community. In 2012, Kraft foods created a rainbow-colored Oreo for a print ad campaign, while fast-casual food chain Chipotle created the ¿Homo Estas? campaign in June to capitalize on the Supreme Court decision to legalize gay marriage nationwide. Greek yogurt maker Chobani put an LGBT-themed twist on its advertising earlier this year, when the couple eating yogurt in bed in a TV ad is revealed to be lesbians.
Ice cream maker Ben and Jerry’s also celebrated the Supreme Court’s decision with new ice cream flavor “I Dough, I Dough.“
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