The Backstory of Taco Bell’s Doritos Locos Is Both Cheesy and Strange

Even Cool Ranch had uncool beginnings.
Even Cool Ranch had uncool beginnings. Photo: Taco Bell/Doritos

It was Frito-Lay, Fast Company reports, that first suggested the union of the now famous co-branded taco — more than 375 million of the nacho cheese original have now been sold — but it took a power-tool-aided intervention to convince executives the thing was a good idea. The fast-food developers “basically went out to Home Depot to buy a paint-spray gun, and then sprayed [Doritos] flavoring onto our existing yellow corn tacos.”

Taste-test subjects initially rejected the first few rounds because they lacked that ineffable Doritos-esque zestiness, apparently, but some 40 recipe iterations later, everyone agreed the company had nailed the famous snack food taste of powdery cheese and old man sweat. Spicy Doritos Flamas-flavored tacos are up next, apparently, and after that, the fast-food company not only can’t stop, but they won’t stop.

“Someone said to me, ‘Well, when you launch three or four of these things you’ll run out of ideas,’” CEO Greg Creed tells Fast Company. “I’m like, ‘Not really.’”

Deep Inside Taco Bell’s Doritos Locos Taco [Fast Company via Consumerist]