NEW YORK – Its latest promotion for Doritos, dubbed a "bold flavor experiment," Frito-Lay is selling products in supermarkets with labels like "Test Flavor 855." That name is fitting in more than one way, since the brand is betting that consumers will be willing to pay a suggested retail price of $4.29 for 10 ounces of "mystery flavor" chips (or $1.49 for a small bag), according to an article in Marketing Daily.

Three mystery flavors of Doritos Jacked are being sold in grocery stores across the country. The bags bear the Doritos Jacked logo, but are identified by one of three different test flavor numbers instead of actual flavor names. Beginning April 29, Doritos is asking consumers to try all three flavors and vote online for their favorite, using promotional codes supplied on the. The winning flavor will become a regular offering, with standard packaging, to be available at retail starting this fall.

Fans will also be invited to participate in a scavenger hunt that will reveal clues to the names of the mystery flavors. During the summer, the brand will reveal the three flavor names, along with the winner determined by the voting.

Along with the voting instructions, one element that is highlighted on the mystery flavor bags is a "Be Bold, Win Gold" sweepstakes (inspired, says Frito-Lay, by the Doritos name, which means "little bits of gold" in Spanish). Those who register and vote for their favorite mystery flavors earn chances to win one of 60 daily prizes: $1,000 in gold.

"Our Bold Flavor Experiment is the latest example of how we're rewarding our fans for making bold choices — this time by trying our mystery flavors and voting for the bold flavor they like best," said Ram Krishnan, Frito-Lay vice president of marketing.