Amid increased consumer demand for bold flavours in the snacks category, PepsiCo is launching a new Doritos variant called Dinamita exclusively in the UK convenience market.
The new rolled tortilla chip joins the company’s existing Extra Flamin’ Hot portfolio, which includes Walkers MAX, Doritos and Wotsits Crunchy. As the top spicy innovation within the last three years, the range has sold over 4.8m packs to date within the impulse channel.
Rolling out solely in a price-marked pack (PMP), the launch of Doritos Dinamita will allow retailers to continue to boost their savoury snacking sales by offering new product developments in a popular format that offers shoppers value.
Rob Pothier, Head of Marketing, Portfolio Campaigns at PepsiCo, commented: “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, 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.”
Doritos Dinamita will be rolling 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.
