Doritos has partnered with the It Gets Better Project for a special initiative: rainbow-colored chips for hungry consumers in exchange for a donation to the organization through the ItGetsBetter.org website.
All proceeds go to It Gets Better, and Doritos' parent company Frito-Lay is covering the shipping costs.
Frito-Lay CMO Ram Krishnan said the chips "show our commitment toward equal rights for the LGBT community and celebrate humanity without exception."
What do the LGBT-flag-inspired chips taste like? Equality, we would imagine — and the snack-maker's signature Cool Ranch flavor.
The Plano, Texas, company is also putting Doritos in the spotlight at the Dallas Pride Parade on September 20 as a sponsor.
Reactions on Twitter have been ecstatic, with salivating fans using the #BOLDANDBETTER hashtag.
This story originally appeared on Campaign US.