Demand doesn’t have to ask permission from category boundaries.

I avoid Doritos for one simple (but important) reason:

I love ‘em TOO much.

They are chemically engineered pleasure, and I know exactly how that story ends for me.

Which is why PepsiCo launching Doritos Protein feels like a big moment to me.

Protein has officially crossed into territory that used to be unapologetic junk food.

Somehow, this is no longer a discussion about athletes, meal replacements, or functional snacks pretending not to be snacks.

It’s a play for relevance and market share.

Consumers still need to snack. But Gen Z wants the snack to justify itself way harder.

PepsiCo frames this move as part of a broader shift toward simpler ingredients, fewer artificial additives, and more protein, fiber, and whole grains.

Keep an eye on that framing. Doritos are not honestly becoming health food.

But, you know what? They found a way to be defensible.

I believe this is how most successful product evolution often happens.

You do not want to abandon what folks love.

So you (and Doritos) translate it into the language they now use to make choices. Protein is that language right in this moment.

In fact, people were already concocting their own version of Protein Doritos (with up to 58 grams of protein). Demand was proven, making it a no-brainer for Pepsico.

This is also a reminder for product makers who resist change out of brand purity.

Relevance is not necessarily betrayal. Couch potatoes won’t abandon Nacho Cheese Doritos because of this move.

And categories do not usually collapse like frozen juice tubes when demand shifts. Smart ones stretch. The brands that gain share are the ones willing to stretch with them … even when it feels awkward.

Doritos Protein is a play about permission.

Permission for people like me to reach for the bag again, and feel slightly less reckless doing it.

Will you try Doritos Protein? Hit reply and tell me!

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.