Often in the snack food business, new ideas build on previous successes. One example is Frito-Lay's use of wasabi, known as “Japanese horseradish,” as a seasoning for our chips. (Wikipedia offers a great entry on wasabi if you want to read more about it.)
Several years ago when I worked in Frito-Lay marketing, I was part of the project team that introduced Funyuns Flamin’ Hot in the western U.S. The product sold well for awhile, but slowly lost its popularity. Our sales teams in the west said their consumers had a growing interest in wasabi and asked us to replace Funyuns Flamin’ Hot with -- you guessed it -- Funyuns with Wasabi.
Frankly, the idea of Asian-inspired Funyuns didn't make much sense to me as a marketer, but the sales team was insistent that the flavor would be a hit. I admittedly did not have my heart in it at first, but I also knew that our field sales teams had an excellent batting average when it came to identifying consumer trends in their markets. So, my team and I worked with our Research and Development counterparts to develop and launch Funyuns with Wasabi. It was an instant success, selling quite well for a few years until demand declined, and we discontinued it in early 2008.
Flash forward to mid-May this year, and the Doritos brand introduced Mr. Dragon's Fire Chips -- a limited-time flavor that features wasabi as a key ingredient in the seasoning. I love the name, and the dragon on the package is very cool. Even if it’s not obvious when looking at the bag what the flavor is, I think the mystery helps maintain the excitement of the Doritos brand. I now wish I had put a bit more positive energy into the Funyuns with Wasabi project years ago and come up with a product name that was as innovative and buzz-worthy as Mr. Dragon's Fire Chips!
If you like the flavor of wasabi and want to try Doritos Mr. Dragon’s Fire Chips, you'll have to hurry because it’s only in stores through mid-July. Though, given our history with and the popularity of hot flavors (Funyuns Flamin’ Hot are back and sell very well these days), I wouldn't be surprised to see Frito-Lay use wasabi again as a flavor in the future.
Sounds fun and interesting, I'll be looking forward to reviewing these soon, provided I can find them!
Posted by: Kelley | June 08, 2010 at 12:10 PM
I loved Wasabi Funyuns, and I was sad to see them go. I can't wait to try Wasabi Doritos with my family!
Posted by: Rob Rodriguez | June 16, 2010 at 05:27 PM
Love them!! Please keep them around past July!!
Posted by: Diane | June 17, 2010 at 07:00 AM
My wife and I LOVE them! Please, please, please keep them around longer! Or, let us know if we can order a few cases from you.
Posted by: Allan | June 19, 2010 at 05:10 AM
im not much of a fan of wasabi but i am a fan, and im sure so are others, of BACON! why havent we--Doritos lovers--seen a bacon flavored type of Doritos yet? I can see it now: Bacon and ranch flavored Doritos. Or how about Bacon and cheddar flavored Doritos. Even better...BLT flavored Doritos!! Maybe there's a legitmate reason for bacon not making into the Doritos recipe. Regardless, I Love Doritos!!! keep up the good work Frito-Lay!!!
Posted by: Gabriel | June 20, 2010 at 11:46 AM
If you are the person responsible for MDFC Doritos, I salute you - WELL DONE AND KEEP 'EM AROUND FOREVER!!!
Posted by: Alex | June 22, 2010 at 08:59 PM
Love all of doritos products, but Doritos Mr. Dragon fire chip stink. Stay with the basics.
Posted by: Marco Arredondo | June 23, 2010 at 05:52 AM
Wasabi seems to be a "take it or leave it" flavor! Thanks to everyone for trying Doritos Mr. Dragon's Fire Chips. For those of you who loved the flavor, make sure to stock up before it's gone! It's a limited time offering -- available in stores for about two more weeks. - Kristin
Posted by: Kristin H | June 28, 2010 at 03:25 PM
Loved them but cant find them anywhere anymore. I came across two bags about two weeks ago. One bag each at two different stores. Cant find them anymore will be sad to see them go!!!
Posted by: Nate Moneypenny | June 30, 2010 at 11:40 PM
Hey guys,
DORITOS® Mr Dragon's Fire Chips Flavored Tortilla Chips are AWESOME! Please continue; as the average American is coming to love spicy food!
Posted by: Holly | July 03, 2010 at 02:19 PM
Hello...
Try looking it up on Frito-Lay's Where to Buy site: http://www.frito-lay.com/our-snacks/where-to-buy.html. Go to Doritos, then Mr. Dragon's Fire Chips.
Love them!
Posted by: Csportyd | July 06, 2010 at 10:09 AM
PLEASE. PLEASE. PLEASE KEEP THESE ON THE MARKET... I LOVE these
Posted by: SheepOne | July 07, 2010 at 06:35 AM
I got a bag of these because I liked the design on the bag - my fiance ended up getting into them first, and nearly devoured the whole bag in one night! Since that first bag we've been unable to find them in stock anywhere. I hope we can find some more before they are all gone.
Posted by: Stephanie | July 12, 2010 at 07:22 PM
Doritos, please do not take these away, too. I want to try them as soon as possible.
I have been crushed ever since you took away Fiery Habanero (which I would love to return, by the way). If you take these away too, I would lose all hope in chips. I love spicy food, spicy snacks, spicy chips and nothing has filled in the gaping black hole since Fiery Habanero.
Posted by: Apps 55753818692 2040541 127bd8d40477e944e65bbe0b1fe3ed78 | July 13, 2010 at 10:51 PM
Dear Frito Lay,
Please do not discontinue the Mr. Dragons Fire chips!!! They are best flavor you have offered in Years!! WOW!
Posted by: debbie | July 25, 2010 at 06:29 AM
NNNNNNNOOOOOOOO!!!!! Please don't take em away, Dragon Fire is the BEST flavor of any chip by far! BRING EM BACK PLEASE!
Posted by: Matt | August 07, 2010 at 11:48 AM
These are the best chips ever made. I don't think I will buy any Frito-Lay products if they take these away from me.
Posted by: Cov | August 08, 2010 at 07:33 PM
I agree. Keep them on the market. First saw them at a truck stop and liked them immediately. When I saw them at a grocery store, bought 3 bags immeidately and then went back for another 2 bags when I realized the flavor would only be available for limited time.
And for that matter, bring back the Wasabi Funyuns -- I actually like the Wasabi Funyuns better than the original -- and certainly more than the Flamin Hot Funyuns (which never did anything for me).
And might I also recommend test marketing Wasabi flavored Lays -- hmmmm.
Posted by: Ryan | August 13, 2010 at 05:56 AM
I love the Dragon chips , I tried them at the dragon boat and lantern festival in Las Colinas Tx . I have ate 3 bags and crave more please sell them all the time . Or let me know if they are still available and where .
Posted by: Reise | August 25, 2010 at 12:23 AM
I found the Doritos Mr. Dragon's Fire Chips in our local store a few months ago, and went back right away to buy MORE!
But we can no longer find them in the Portland, Oregon area!
I have a lot of friends that LOVE this flavor as well! Please do NOT make them a Limited edition chip! Please put them back on the shelves & send some more to the stores in Portland, Oregon!
They are Dragon Fire DELICIOUS!
Posted by: Cheryl Mallonee | August 25, 2010 at 02:04 PM
I don't eat chips much,but these are the best ever and now I can't get them. what's the deal and will they be offered again anytime soon?!
Posted by: SUE FOX | August 26, 2010 at 04:50 PM
Please bring back Mr. Dragon's Fire Chips! I've been waiting for years for Doritos to come out with Wasabi flavored chips, so I was thrilled when I saw them in our Seattle area. I bought a few bags for our Fourth of July party -- our friends loved them too, but when they went to look for them, no one could find them anymore! I wrote to Frito-Lay and was told that they were introduced as a 'limited-time' edition. I hope they consider bringing it back ... it's my favorite by far!
Posted by: Livia | August 29, 2010 at 04:01 PM