Pepsico still does the back-handed appropriation of Latin culture to sell corn mulch. It’s not even about people thinking it’s authentic, nobody really thinks Doritos are authentically Mexican, but it’s that whole commercialism racism that sells an alternative but fake cultural experience. So there’s always some kind of silly Doritos Locos Jalepeno Fiesta flavor or Mtn Dew Tiajuana Tsunami flavor. Pepsico also owns Taco Bell, which makes it even funnier/worse.

That’s the part I find humorous about it anyway, absurd cultural mish-mashes and pastiche. Doritos started at Disneyland in a themed Mexican restaurant which adds that simulacrum character to it as well. It’s a bunch of white dudes in the 60s trying to make a product for their theme park restaurant that is a fake-recreation of Mexican culture, which gets picked up by Frito-lay and goes national. Semi-related is that in the early 20th century, Los Angeles was very much designed to portray the Spanish Mission pastoral lifestyle, which is a complete invention and re-writing of colonial history. But that toxic aesthetic was very popular and spread pretty far. Hence how you get a Mexican/Spanish themed section of Disneyland in the 60s.