Arch West, the creator of US most popular snacks, the corn chips Doritos, has died on September 20 of natural causes at the age of 97.
Arch West’s family is to bury dozens of Doritos chips next to his ashes, relatives have revealed.
Relatives of Arch West said that they would scatter Doritos in the grave before placing the urn containing his remains inside and covering it over with dirt.
It is not clear if the family is following Arch West’s last requests or if they took it upon themselves to make the “tribute”.
But the intent appears to be to honor the man who created Doritos, which became almost overnight one of the most popular snacks in the U.S.
It was back in 1961 that Arch West was on a family holiday in San Diego when he was struck by the tasty fried tortilla chips he tried at a food truck.
Arch West came up with the idea for a new snack which he called “Dorito” as it sounded like “doradito”, or “little golden” in Spanish.
The marketing executive at Frito-Lay, the U.S. snack food giant where he worked, was initially unsure but the product was an immediate success following its launch in 1964.
Now Arch West’s family are turning to the thing that he created in an attempt to honor his life.
Arch West’s daughter Jana Hacker said:
“We are tossing Doritos chips in before they put the dirt over the urn.
“He’ll love it.”
Born in Indianapolis, Arch West was put in a Masonic home after his father died and his mother was unable to cope.
Arch West first career job was as a cheese salesman but he gave that up to join the Navy in 1943 and serve as a gunnery officer.
After World War II ended Arch West returned to marketing and while at Frito-Lay came up with the idea for Doritos.
The company’s first television commercial for Doritos showed teenagers playing guitars as the announcer said:
“What’s the biggest news since the Big Beat? Doritos are a swinging, Latin sort of snack.”
Doritos, the Arch West’s creation was the first national tortilla chip brand in the U.S. and is now amongst the most well-known brands in the world.
But the Doritos story has not always been a success – in 2003 the company was sued by American Charles Grady who said the shape of the chip cut his throat, although the lawsuit did not succeed.
The year before Frito-Lay had removed all the trans- fat from Doritos in an attempt to bat off criticism they are unhealthy.
Arch West’s funeral will take place on October 1 in Dallas, Texas.
Arch West’s wife died last year but he is survived by three sons, 12 grandchildren and six great-grandchildren.
History of Doritos, the first tortilla chip:
• Arch West was on holiday in San Diego in 1961 when he was struck by the tasty fried tortilla chips he tried at a food truck
• He came up with the idea for a new snack which he called ‘Dorito’ as it sounded like ‘doradito’, or ‘little golden’ in Spanish
• The first national tortilla chip brand in the U.S. was an instant hit when it launched in 1964 by Frito-Lay
• The company’s first television commercial for Doritos showed teenagers playing guitars as the announcer said: ‘What’s the biggest news since the Big Beat? Doritos are a swinging, Latin sort of snack.’
• In 2002, Frito-Lay removed all the trans fat from Doritos in an attempt to bat off criticism they are unhealthy
• In 2003 the company was sued by American Charles Grady who said the shape of the chip cut his throat, although the lawsuit did not succeed