Post by @michael_girdley

Why nobody buys Doritos anymore For decades, Doritos was the undisputed king of snack chips in America, generating more than $4 billion in annual sales. Through Taco Bell alone, the Doritos Locos Tacos franchise sold more than $1 billion worth of product. At one point, Doritos seemed unstoppable. But lately, things have gone wrong. Its parent company, PepsiCo, has lost more than $60 billion in market value, and Frito-Lay, the division responsible for Doritos, has reported five consecutive quarters of declining sales. Now, activist investors have arrived with billions of dollars and a mandate to turn the business around. So what happened to one of the most successful consumer brands in history? How did a product that once dominated American culture lose its momentum? This is the rise and fall of Doritos.