Doritos Dinamita to spice up shelves in the UK this February with impulse exclusive launch

The spicy snacking trend shows no signs of slowing down, with the flavour segment having grown +8.7% year-on-year[1]. To support impulse retailers in making the most of this growing opportunity, PepsiCo is launching Doritos Dinamita exclusively into the UK convenience market this February.

Following a series of fiery launches from PepsiCo over the last year, the new rolled tortilla chip joins the existing Extra Flamin’ Hot portfolio, which includes Walkers MAX, Doritos and Wotsits Crunchy. As the top spicy innovation within the last three years[2], the proven range has sold over 4.8m packs to date within the impulse channel[3]. Doritos Dinamita is the next step in the Extra Flamin’ Hot journey, with the channel exclusive set to give impulse retailers the chance to go big in-store with the hot new launch.

Rolling out solely in a price-marked pack (PMP), the launch will allow retailers to continue to boost their savoury snacking sales by offering exciting new product developments in a popular format that offers shoppers value. The new addition follows the popularity of PMPs, which have acted as an engine driver of growth across the convenience channel in recent years.

Rob Pothier, Head of Marketing, Portfolio Campaigns at PepsiCo, comments: “The last year has seen us unleash the heat with Extra Flamin’ Hot in the impulse channel, but now it’s time to turn things up another notch. We know that Gen-Z are driving the demand for bold and exciting flavours[4], so we have been on a mission to support retailers in catering to these shoppers through our Extra Flamin’ Hot brand, effectively working to futureproof the category with new and innovative offerings.

“Our latest Doritos Dinamita innovation introduces our rolled tortilla chip form, available in the UK for the first time after proving a hit in other global markets. Through this, the launch of a Doritos rolled tortilla snack within the UK will ensure retailers are offering shoppers a new experience from a brand that they already know and love, with the product also containing a hint of lime. As a result, the launch aims to fuel the range’s momentum with shoppers through appealing to Gen-Z and spice lovers seeking the ultimate spicy flavour experience.” 

The activity follows PepsiCo’s recent amplification of the Extra Flamin’ Hot range in January, with a limited-edition eight-week Walkers Extra Flamin’ Hot offering. Doritos Dinamita will hit shelves across the convenience and wholesale channels from the end of February. Available in a 65g PMP at an RRP of £1.25, the launch will be supported by an impulse shopper campaign across March.