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Arch West, marketing executive created Doritos

Arch West, a retired Frito-Lay marketing executive credited with creating Doritos as the first national tortilla chip brand, has died in Dallas. He was 97.

A statement issued by the West family said he died last Tuesday in Presbyterian Hospital.

Daughter Jana Hacker told the Dallas Morning News that the family plans on "tossing Doritos chips in before they put the dirt over the urn" during his burial service Saturday.

West was a marketing vice president for Dallas-based Frito-Lay in 1961 when, while on a family vacation near San Diego, he found a snack shack selling fried tortilla chips.

Hacker said her father initially got a tepid corporate response to the tortilla chip idea but conducted marketing research that led to the Doritos rollout.

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