Doritos is launching a new flavour inspired by one of the nation’s favourite takeaways, as it continues to build upon its strong presence within sharing occasions. Available in Loaded Pepperoni Pizza flavour, the new addition to the Doritos family has more corn[1] for a perfect Doritos crunch and is packed full of flavour.
Doritos and pizza are both popular food choices during sharing moments – a market which is worth £2.5bn[2]. Doritos aims to expand its lead in this area by incorporating the popular takeaway choice in Doritos form[3]. Gen-Z makes up 67% of sharing moments with friends[4], playing an important role in sharing occasions. With Doritos’ focus on attracting Gen-Z shoppers, the new launch will help the brand to continue leading in these occasions.
Alex Nicholas, Doritos Marketing Manager said: “We’re delighted to launch the new Doritos Loaded Pepperoni Pizza which taps into a very clear need from Gen-Z for new and exciting flavours that they can enjoy during sharing occasions. Taste and experience remain a priority for our brand, so by combining the indulgent flavour of pizza with our iconic chip, this launch will ensure we remain well-placed to meet this demand.”
“The new product features more corn for a perfect crunch[5], and has also scored strongly within consumer testing, ranking highly on purchase intent and flavour[6]. The SKU will be non-HFSS, offering consumers and retailers a bold, new product that is a healthier alternative without compromising on taste.”
A price-marked pack of Doritos Loaded Pepperoni Pizza flavour (70g) is available now in the convenience channel as well as most major retailers. The launch will be supported by a large-scale media campaign in October, celebrating the new flavour which is perfect for sharing occasions such as a night in with friends and family.
[1] Vs. Standard 180g range in UK & standard 150g in ROI
[2] Bolt study, conducted with Kantar Consulting UK LTD, n=24,389 respondents with data collected online between May 2020 and April 2021
[3] Bolt study, conducted with Kantar Consulting UK LTD, n=24,389 respondents with data collected online between May 2020 and April 2021
[4] Bolt study, conducted with Kantar Consulting UK LTD, n=24,389 respondents with data collected online between May 2020 and April 2021.
[5] Vs Standard 180g range in UK & standard 150g in ROI
[6] Doritos Night in in PCI 2120164 – SCPI Consumer Report – Product Decision Test, January 2022 (n=210 per flavour). Product-concept test, SCI consumer report with 210 consumers
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