Doritos - Existing Packaging.

Here is a range of Doritos products on sale to the UK market.
I think the imagery and overall look of the packet is somewhat dull, I would'nt look twice if i saw them on the shelves, they look like a generic crisp packet.
on the back of each crisp packet and dip, Doritos state;
"Doritos have an AMAZING taste because they're made the Traditional Mexican way!"
however, looking at the design, the traditional mexican style isn't apparent, this is the route we plan to take our designs towards.