Citation

Let’s stick a D in front of it.

Arch Wes, about the christening of the Doritos :

Doritos’ name came from a trip West took to Mexico, where he’d been attempting to register Frito as a trademark. “Turns out it’s too generic,” he said. “It just means ‘fried.’ ” He asked a local what color he thought Fritos were, since they weren’t quite yellow or brown. The answer was oro, Spanish for “gold.” Remembering that conversation, West added the “ito” suffix to emphasize that his new creation was part of the Fritos/Cheetos family, and said, “Let’s stick a D in front of it.” If he’d been in a different mood, we might all be eating Joritos or Zoritos.