Rainbow Doritos come out to support LGBT youth

The brand's collaboration with It Gets Better is a pot of gold at the end of the rainbow.

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.

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