Why Doritos Reign Supreme In The Snack Food World

They weren’t named “little bits of gold” in Spanish for no reason. Doritos are one of the most popular snack foods, regardless of demographic, with billions of dollars building up behind a brand that appeals to children, gamers, college students and adults alike. Unlike other favorite snack foods, though, Doritos is one snack that isn’t easily replaceable by another brand or variety. Other cheese-covered corn chips just don’t have the same flavor and texture, and therefore none of the same appeal. Try to replace a bowl of Doritos with an off-brand at a party, and just see what happens. The reaction won’t be pretty.

There are a handful of scientific reasons behind why Doritos are as popular as they are, though. It’s not just that they simply are one of the best-tasting options in the chip aisle.

For one, Doritos are made using a ton of ingredients that are naturally extremely pleasurable to the senses. Salt is the fourth ingredient on the bag, with each chip being about 1.7 percent salt by weight. This is a huge amount, outranking many other snack foods, but our tastebuds can’t get enough. Additionally, sugars abound, including lactose and corn syrup solids, and then MSG and garlic show up, two of the tastiest ingredients that can be added to any dish.

The Doritos ingredients are also formulated to increase salivation. In a kind of animalistic instinct, our bodies tell us that if it (“it” being any food) makes us salivate, it must be good for us. The acids found within the Doritos ingredients list are actually just what’s needed to increase the physical response of salivation, triggering a response in our brains that says, hey, this is really great for my body.

It’s been found that the most successful chips are those that quickly break down in the mouth. This high dynamic contrast means we get both the crispy, crunchy texture, followed by the soft melt away of the chip after we actually start eating. Both Doritos and Lay’s potato chips feature this experience.

Foods that are unsusceptible to sensory burnout (or, we get “used to” the smell) are the most pleasurable to our senses. These include foods like fresh bread and popcorn, which offer a fantastic aroma each and every time we smell them. While Doritos themselves may not be one of the foods unsusceptible to sensory burnout, the chips have so many different aromas, that our brains can’t settle on just a single one, making us less likely to grow bored with the smell and experience that burnout. Additionally, Doritos have a long hang-time flavor, allowing our bodies to instantly pick up on whether they’re nearby and if they’re available, based on the scent alone.

Our brains love fat and fat-based flavors, as, when recognized, these components trigger chemical releases and hormones in our bodies that reduce anxiety and reward our brains. The most beloved snack foods are right around 50 percent fat calorie content, which is where Doritos lie. Doritos also have a high caloric density, meaning that there’s a lot of those fat calories, in a very small space.

Lastly, the quality control behind the creation of each bag of Doritos is so intense that you’ll never find a chip that’s burnt or that has an “off” taste. Therefore, each chip tastes fresh, and our brains love fresh foods. After all, the difference between fresh and stale foods was a much higher risk for our caveman ancestors — eat something that’s been sitting around for too long and you’re dead.

Add in some evolution over a few thousand years, and we’re still in love with foods (like Doritos) that offer the same benefits — high calories, freshness, lots of contrast and a drool-worthy taste.