Demand doesn’t have to ask permission from category boundaries. I avoid Doritos for one simple (but important) reason: I love ‘em TOO much. They are chemically engineered pleasure, and I know exactly how that story ends for me. Which is why PepsiCo launching Doritos Protein feels like a big moment to me. Protein has officially crossed into territory that used to be unapologetic junk food. Somehow, this is no longer a discussion about athletes, meal replacements, or functional snacks...