Devon "The Crunch" Williams

Devon Williams came to chip history the way most historians come to their subjects: through an obsession that started small and grew into something that required its own filing system. It began in 2018 when Devon, then a freelance pop culture writer in Atlanta, stumbled across a discontinued Dorito flavor at a gas station in rural Georgia. The bag was dusty, the chips were stale, but the flavor — a smoky, chipotle-forward profile that Frito-Lay had quietly retired in 2014 — was revelatory. Devon bought every bag on the shelf and drove home wondering: how many other great Dorito flavors had simply disappeared?

That question launched what Devon now calls "the archive" — a meticulously catalogued collection of over 340 Dorito bags, flavor wrappers, and promotional materials spanning four decades of Frito-Lay history. The collection includes rare international variants, limited-edition Super Bowl flavors, and several bags that Devon believes may be the only surviving examples of their kind.

Devon has attended three Frito-Lay fan events, been quoted in two food industry publications, and maintains a detailed spreadsheet tracking every Dorito flavor ever released in the United States, with notes on regional availability, discontinuation dates, and consumer reception. He approaches chip history with the same rigor a serious wine critic brings to vintage analysis.

Beyond the archive, Devon writes about the cultural and marketing forces that shaped Dorito's rise from a Disneyland concession stand novelty in 1964 to a global snack phenomenon. He believes that understanding Doritos means understanding American consumer culture — and that there is no better lens for examining who we are as a nation than the flavors we choose to eat.