Name That Fake Flavor: Doritos Brings Back the Mystery Chips

Even as some shoppers seem to want to know everything about their food—where it came from, how it was grown, what ethical issues they should concern themselves with—there still enough of us happy to nosh on unidentified snacks. Doritos will give the ignorance-is-bliss snackers three mystery-flavored varieties of tortilla chips this week, sold under such appetizing designations as Test Flavor 2653.

The unspecified chips are from the PepsiCo brand’s Doritos Jacked line, and those brave enough to taste them can vote for a favorite to join the repertoire this fall. The intentionally vague marketing is part of a campaign encouraging fans to be “bold,” which seems an apt way to describe someone looking to eat chips packaged like an unfinished industrial food experiment.