Doritos is considering changing its iconic triangular chip shape to a square one, as hinted in an Instagram post featuring the phrase “The shape of what’s to come.” The rumor sparked mixed reactions from fans, some expressing shock and others pleading for the classic triangle to remain. A Doritos spokesperson stated they are exploring the square shape and will reveal more details later this month. The new square chip prototype measures 65 mm (2.56 inches) per side, similar to the current triangular option. Since its creation in the 1960s, Doritos has introduced various flavors while maintaining its traditional shape.
Doritos is planning a new shape for its iconic triangular chips.
A cryptic post from the brand on Instagram on Saturday night hinted that the chip would be moving from a triangular shape to a square one. The company confirmed it was “exploring” new shapes.
A post on the company’s UK account features an image of a square Doritos chip with the slogan “The shape of what’s to come.”
Fans were quick to react. “It’s April 1st already?” one joked, while another begged: “Don’t mess with my triangle!” A third added: “Doritos without triangles aren’t Doritos!”
“While we are not ready to share this news yet, we are pleased to see how much interest there is in our chip shape,” a Doritos spokesperson said.
“As you can see, square Doritos is something we are considering and will be making a more formal announcement later this month.”
The company also shared a photo showcasing “a prototype the team is working on.”
One of them featured a graphic showing the ideal size of the new square chip, measuring 65 mm (2.56 inches) on each side. This is approximately the same size as each edge in the triangular version.
Doritos’ post appeared Saturday night, sparking theories from chip fans.
Original triangular Doritos chip next to a new square version prototype
The graphic shared by Doritos is a side-by-side comparison of square and triangular chips.
Over the years, Doritos has introduced new flavors in the UK and even tweaked its recipe to reduce fat and salt to make it a healthier snack.
But one thing has remained the same. It’s iconic triangular shape is perfect for dipping into salsa or guacamole.
In fact, this shape has been a staple ever since the chip was accidentally created at California’s Disneyland in the early 1960s.
These became the first tortilla chips to be sold nationally in the United States in 1966, leading to a series of counterfeit products.
Doritos made its UK debut in 1994, five years after PepsiCo acquired Walker’s Crisps. It was one of many hit products sold in the US under the Rays brand and rolled out to the UK after the acquisition.
Initially, Doritos only came in three flavors, but the range has since expanded to more than 10 flavors and added dips.
Saturday’s Instagram post was from Doritos’ UK account. It’s not yet clear whether the plans for square Doritos are just for the UK or the US as well.
Big changes by brands often cause a stir. Recently, Jaguar faced backlash over its “woke” rebranding.
The company came under fire for doing away with the iconic “Growler” badge that had been used on the grille and hood for decades, replacing it with a curved, geometric “J” badge.
Doritos shares potential dimensions of each edge and thickness of new square chips
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Chocolate fans have been outraged after Toblerone increased the gap between the bars’ iconic triangular blocks to reduce the weight of the popular sweet.
Other controversial changes included the unveiling of a bright pink concept car aimed at updating Jaguar’s image for the electric age.
Meanwhile, Toblerone was criticized in 2016 for the American manufacturer reducing the number of triangles to make the bars smaller.
This move created an even larger gap between the triangles, leading some critics to liken the new design to a bicycle rack.
Due to measures taken by Mondelez due to rising costs, the weight of the 400g bar has been reduced to 360g and the weight of the 170g bar has been reduced to 150g, while the price remains the same.
Two years later, the Toblerone bar returned to its original form, but the price rose.
The 170-gram version of the popular chocolate confection was reduced to 150 grams in 2016, a decision that sparked a public backlash.
Last year, Doritos was rated the fourth best potato chip in the UK, according to artificial intelligence.