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.
PLEASE BRING THEM BACK. BEST CHIPS EVER!!!!!!!!!!
I found them in Florida on vacation and had a friend buy me more and send them to me in New Orleans, I will boycott LAYS if they do not bring this flavor back and will make sure to start a grass roots facebook campaign to get others to join the boycott!
Posted by: Groundmeat | February 13, 2011 at 09:14 AM
I first found the Fire Chips while on vacation in Maine and fell in love with them and so did my dad. I then sought them out for the weeks following and found them for a few more weeks in Florida before they disappeared. My son became a devotee as well. We loved them and hope Frito-Lay brings them back soon.
Posted by: Andy | March 06, 2011 at 05:09 PM
My entire office (30+) was hooked on these for a month or so down here in Florida. so much so that they made me search online to see if we could order them. I stumled on this and we are all very disappointed to learn they were limited time. If I'd have known that we probly wouldn have bought them by the case. Those were the best chips EVER! Bring them back immediately. thats an order from the boss.
Posted by: Ron | May 12, 2011 at 04:47 PM
We bought Frito-Lay's Wasabi Doritos at Costco but can't find them now. They were a big hit around our home.
Posted by: J | August 21, 2011 at 03:35 PM
OMG I'VE BEEN SEARCHING FOR THE WASABI DORITOS ; ( I CANT FIND THEM ANYWHERE.. THEY WERE THE BEST EVER!! DOES ANYONE KNOW WHERE I CAN BUY THEM?? PLEEEEASSE BRING THEM BACK... TY; )
Posted by: ~ Angel | April 09, 2012 at 11:07 AM