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http://adage.com/article/cmo-strategy/americans-gamble-doritos-roulette-bags/298254/
Brace your taste buds, America -- Doritos is bringing its limited-edition "Roulette" bags to the U.S.
The packages include what appear to be regular nacho cheese flavored chips. But roughly one out of every six chips is super spicy, even though it looks like every other chip. Or as Frito-Lay Senior Marketing Director Jeff Klein puts it, "melt-your-face" hot.