Doritos built one of the most recognizable snack brands in the world. But after years of price increases, shrinkflation complaints, and growing frustration over value, customers began pushing back.

This business documentary examines how PepsiCo used the pricing power behind Doritos, why higher prices initially looked like a winning strategy, and what happened when consumers and major retailers started resisting. From Doritos’ rise as an affordable impulse snack to declining volume, cheaper alternatives, retailer disputes, and PepsiCo’s eventual pricing response, this is a story about what happens when brand loyalty is pushed too far.

Bagholder Association breaks down the business strategies, financial incentives, and corporate decisions behind some of the world’s most recognizable brands.

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