What’s happening
A new product line branded as Doritos Protein is being spotted at retail, including a Sweet & Tangy BBQ variety showing up through Walmart listings and social posts.
Why this is a big deal
Doritos isn’t a fringe chip brand experimenting at the edges — it’s a category icon. When a brand this big starts pushing “protein” as a core product identity, it signals that high-protein snacking is no longer a niche… it’s the next shelf war.
Why it matters for the fitness audience
Protein snacks keep climbing because they solve two needs at once:
snack cravings
macro goals
If Doritos can deliver a protein-forward chip that still feels like Doritos, it widens the market instantly.
What to watch next
The nutrition panel (protein per serving is the whole story)
Whether more flavors roll out quickly
If it expands beyond Walmart into broader national distribution
Citations
https://www.instagram.com/p/DU6ZWo5AcOd/?hl=en&img_index=1
https://www.walmart.com/ip/Doritos-Protein-Sweet-Tangy-BBQ-7-0OZ/18088270518
https://www.allrecipes.com/doritos-new-protein-chip-11901449
https://www.instacart.com/products/97873335-doritos-sweet-tangy-bbq-protein-tortilla-chips-1-each