Doritos raises the steaks in the savoury snacking category with new Flame Grilled Steak flavour and new packaging

Doritos, the number one tortilla chip brand in the UK[1], is adding a sizzle to its line up with new Doritos Flame Grilled Steak. Research shows that ‘meat snack lovers’ tend to shop more regularly and spend more in the category[2] therefore; the flavour will be a great value driver for retailers.

Available from mid-January, the new Flame Grilled Steak flavour has been launched to help retailers capitalise on the gap in the tortilla segment, with meat flavours previously being under-represented. Meat is the number three flavour segment in the savoury snacks category[3].

Will Robinson, Senior Brand Manager for Doritos at PepsiCo, comments: “We have had excellent results from our consumer testing, with 86% of consumers saying that they would buy the product[4]. Therefore, we are extremely confident that as the first mainstream meat flavour that we have launched on Doritos in the UK, it will drive strong sales for retailers by attracting new shoppers into the tortilla segment.”

As well as launching this bold new flavour, Doritos is undergoing a full packaging refresh to upgrade the look and feel of its sharing and single serve packs.  This will help to drive standout on shelf with a new ‘burst of flavour’ design added to the front of pack.  At the same time, Doritos will tap into new occasions with the launch of bigger 230g packs on its ‘lighter’ flavours including Hint of lime, Lightly Salted and Cool Original, with research indicating that these flavours tend to be consumed during larger social occasions with more than four people alongside Doritos dips.

Doritos Flame Grilled Steak launch will be supported with significant TV, digital and shopper marketing activity from March.

[1] Nielsen WE 19.05.18

[2] Kantar WPO Shopper Av. Spend and frequency of purchase per buyer of Meat Flavours August 2018

[3] Kantar WPO Penetration/Shopper Spend on Meat Flavours By Format August 2018, 2018

[4] MMR ‘Assessing the potential of Doritos Flame Grilled Steak, Central Consumer Location Test (September 2018)