Taking a cue from Willy Wonka -- minus all the dirty lies -- Doritos is sending fans on a frenzied hunt for the "golden ticket" hidden inside their Doritos Jacked bags. Except here the prize isn't being murdered by Gene Wilder: It's a gold-plated Dorito.

The contest formally opened on Sunday and will run through August 1st. To participate, do what you were gonna do anyway: Buy a bunch of Doritos Jacked bags with a "You Could Win a Gold-Plated Doritos Limited Edition Chip Replica" sticker on them and hope for a winning ticket inside. Should you score and redeem accordingly, you'll get a gold-plated fake chip (worth about $31), plus be entered into a drawing for one of two solid 24-karat gold Doritos replicas. Those are worth significantly more money ($1,263.20), or about enough to cover your cracked tooth when you try to eat the thing.

Currently there are 3,156 tickets stashed inside Jacked bags everywhere, so make like Henry Salt and start screening professional Doritos buyers and sorters.

Kristin Hunt is a food/drink staff writer for Thrillist and has quietly envied Gene Wilder's purple Wonka coat since she was a small child. Follow her at @kristin_hunt.