“Protein is getting a flavor upgrade: Introducing Doritos® Protein tortilla style chips, a new take on Doritos. Doritos Protein hits shelves next month with 10 grams of protein per one ounce serving and will be followed by a 17 grams of protein per single serve bag later this year. The new product is a strategic expansion for the brand into the rapidly growing protein snack category while maintaining the tasty, bold flavor and iconic crunch that has defined Doritos for generations,” says a press release from athletic performance brand Doritos, the consumption of which has long been publicly associated with triathletes, powerlifters, and other physically active consumers.