The Doritos brand has been under social media fire all day after they introduced their "Doritos Rainbow" line to Mexican shelves, which is part of a pro-diversity and tolerance campaign, regardless of sexual orientation.

Most people applauded the campaign's message through Facebook and Twitter, but others weren't about to let their distaste go unnoticed, and several users attacked the brand with homophobic comments and tweets.

User: "Faggot doritos, literally!"

Doritos: "✔✔ Seen 12:46"

User: "Only men here, not fags. I'm never again buying your product."

Doritos: "Really, now! Man, what am I gonna do now?"

Of course, the real highlights of this surge of intolerance are the responses handed out by Dorito's Community Managers.

User: Takis Fuego taste better anyway!

Doritos: "Thanks for the heads up! I was sure losing sleep over that one."

User: "You fucked up Doritos, now I'm only eating Lays"

Doritos: "Well, Uncle Lays actually loved Doritos Rainbow."

Doritos Rainbow's packaging includes a white background and their logo has the colors of the Rainbow Flag. Chips are still shaped like a triangle, but each one is differently colored, be it in blue, green, orange or purple.

Parent company Pepsico originally launched this gay friendly product on September 2015 in the U.S., making such an impact that Mexican consumers started asking for an official launch on their country.