With new Doritos Blaze, Doritos, one of the marquee brands from PepsiCo's Frito-Lay division, is firing up the flavor in the snack aisle to kick off the new year. Doritos Blaze features complex flavor and heat that builds with increased consumption.

Doritos Blaze is only the beginning of the brand's bold next steps into the hot and spicy snack market, as Blaze becomes the brand's next national offering.

"Doritos Blaze is truly a first-of-its-kind snack with a robust flavor that's as bold as the heat in every bite," said Ryan Matiyow, senior director of marketing, Frito-Lay North America. "We know our heat-seeking fans will enjoy this intense snacking experience all year long."

Appetites for spice have grown exponentially in the last decade as more consumers look toward spicier offerings for snacking. In fact, spicy heat is projected to be one of the most popular food trends in the years to come, as one out of four consumers are eating spicy foods more often than they have in the past, according to Mintel research.

Purple Doritos Blaze packaging with flames and thermograph handprints officially joins the iconic ranks of red Nacho Cheese and blue Cool Ranch on store shelves nationwide. While the new Doritos Blaze platform is initially launching with one spicy flavor, Doritos will look to expand the platform in the future.

Doritos Blaze is available now in multi-serve 9.75-ounce bags for a suggested retail price of $4.29 and 3-ounce bags for a suggested retail price of $1.69 while supplies last.