Doritos reveals its next big thing: this is the flavor the company thinks will rival the popularity of Cool Ranch chips

Cool Ranch has been the high watermark for Doritos since 1986. That blue bag has filled shelves, taco shells, and popcorn tubs for nearly four decades. But now, as you may have already experienced, the brand thinks it has something that can go toe-to-toe with it: Golden Sriracha, which was launched earlier this year as a permanent flavor the company hopes can catch fire.

What makes ‘Golden Sriracha’ different from red sriracha chips?

You, like me, may be asking what differentiates this chip. For one, it’s not the red sriracha you may already know. Red has peaked, according to Doritos’ marketing director James Wade, speaking with CNN. Instead, their culinary team turned to the less mainstream yellow sriracha – a version popular in Koreatown and Southeast Asian communities. It’s slightly sweet, tangy, and more layered than its red cousin. Kay Adams gave us her verdict:

The name “Golden” isn’t just marketing fluff, it’s meant to signal that this isn’t just another spicy chip. The product is said to have taken about two years to develop and uses no artificial colors, though it does rely on artificial flavors to mimic Sriracha taste.

Could Golden Sriracha really rival Cool Ranch’s popularity?

Doritos is targeting Gen Z, betting that this trend-savvy group will embrace a more textured chip experience. Early reactions are strong, with a Delish poll ranking it among Doritos’ top five flavors.

Marketing has included a playful campaign starring Walton Goggins as a “not too spicy” plumber, matching the chip’s approachable tone. Check out the amusing commercial below:

This move comes as snack sales soften like a chip dropped into a hot coffee. Convenience-store data shows major drops in snack purchases, driven by higher prices and shifting priorities among consumers – don’t mention the tariffs. But this brighter flavor might be exactly what Doritos needs to keep snackers interested.

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