Pour one out
R.I.P. (crunch): Doritos creator will be buried with chips
It's a sad day in the snack world. Arch West, the retired marketing executive for Frito-Lay and renowned creator of Doritos, has passed away in Dallas at 97, due to natural causes.
West, cheese-salesman-turned-gunnery officer-turned-snack food marketing executive, came up with the idea for Doritos while on a family vacation in San Diego in 1961 after he tasted a fried tortilla chip at a food truck. Frito-Lay began selling the Taco Flavor Dorito in 1964, and since then, the salty snack has taken on a life of its own.
Munchers worldwide have West to thank for the 100 plus ensuing flavors and multiple incarnations of Doritos chips. (Do you remember the satisfying crunch of the 3D? Are you anxiously awaiting the release of the Taco Bell Dorito Taco?) Plus, the chip's ubiquitous product placement in movies and during Super Bowl commercials has made the product a part of day-to-day American life.
According to the Dallas Morning News, West's daughter Jana Hacker claims the family plans on "tossing Doritos chips in before they put dirt over the urn" at the funeral service Saturday.
We'll pour a few out for you too, Mr. West.