• Doritos is taking its much-loved Tangy Cheese flavour tortilla chips and giving them a Flamin’ Hot twist
  • PepsiCo have already launched Flamin’ Hot Tangy Cheese flavour Doritos in the US where they proved a tremendous success
  • The launch will be supported with a marketing investment spanning TV, online and in-store touch-points that commences in March.

Doritos will ignite the taste buds of the nation this January with the launch of new Flamin’ Hot Tangy Cheese flavour – a new take on the popular Tangy Cheese flavour tortilla chip, only now it’s hot! The new addition, which is in stores w/c 12th January, comes following the success of the Flame Grilled Steak flavour launch last year. Available in both grocery and impulse channels in 180g, 150g and 70g PMP formats – they are ideal for sharing on those cold nights in.

Pippa Pennington, Doritos Marketing Manager, comments: “There is a big opportunity for retailers when it comes to tortilla chips. Penetration sits at 58%[1] which shows that there is huge headroom for the segment to grow, however it is perceived as having too narrow a range of flavours. Growth in the savoury snacks market is coming from brands delivering innovative flavour, taste and texture experiences, and the spicy crisps segment is no different.”

“Shoppers are constantly looking for snacks that excite them and break away from what they would deem ‘the norm’. Doritos Flamin’ Hot Tangy Cheese flavour does just that. It gives them the familiarity of Tangy Cheese, a taste that they know and love, only now it’s hot! Its addition to the Doritos family allows shoppers to find a level of heat that’s perfect for them.”

The launch will be supported with an extensive marketing campaign spanning TV, online and in-store touch-points that commences in March.

[1] Kantar Worldpanel Online, Total Market Tortilla Chip Penetration, 52w/e, w/e 01 Dec, 2019.

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