In a major deviation from their usual orange-ish hue, the company behind the chips has partnered with the It Gets Better Project to produce a line of multi-colored Doritos. Appropriately pegged Doritos Rainbows, the special-edition chips come in purple, blue, green, yellow and red to reflect the colors of the Pride flag.
Before you make a mad dash to the snack aisle, Doritos Rainbows will not be coming to a store near you. However, making a minimum donation of $10 to It Gets Better will earn you a bag of the limited-edition chips. And here's something that will make you feel even better than finishing off the entire bag: 100 percent of the proceeds from chip sales go to the nonprofit organization.
In a press release, Frito-Lay chief marketing officer Ram Krishnan explained the inspiration behind Doritos Rainbows.
"Time and again, our consumers have shown us, there really is nothing bolder than being true to yourself and living life to the fullest. With Doritos Rainbows chips, we're bringing an entirely new product experience to our consumers to show our commitment toward equal rights for the LGBT community and celebrate humanity without exception," he said.
If you do nab a bag of Doritos Rainbows, feel free to snap a selfie and support the partnership on social media by using the hashtag #BoldandBetter. Communications director of It Gets Better Project Brett Peters explained, "There is so much more work to be done, and together, we will inspire the LGBT community and its allies to continue the fight and embrace who they are by living a #BoldandBetter life."
Now, colorful snacks and equality are both causes we can definitely get behind. We can't be the only ones itching to down a bag of these chips with some Doritos-flavored Mountain Dew...