As shoppers continue to enjoy elevated snacking options as part of their mealtimes, Doritos is aiming to help retailers leverage this trend with a shakeup of its ‘Dippers’ sharing range.
The range has been rebranded with a new look, flavour and call-to-action for consumers to Dip or Load their snacks with their favourite accompaniments. A new Zesty Lime variant is also joining the non-HFSS line-up, which already features Original Salted and Pinch of Paprika, alongside the core Doritos range.
Doritos is already associated with dipping more than any other snack brand by consumers, as well as being a popular base for loaded nachos. Doritos plans to amplify the opportunity for shoppers to make the range part of their meal occasions, through the launch of a new ‘Doritos Loaded’ platform. Set to inspire shoppers with recipes to make Doritos-based dishes at home, the platform will enable retailers to meet a range of shopper needs, from unlocking dipping moments with snacks to loading up with various toppings.
Karina Stoltz, Senior Brand Manager, commented: “Our Doritos new look and flavour addition aims to build on shoppers’ preferences for elevated snacking options, showing shoppers that the range is more than just a tasty snack on its own, but also the perfect pairing with their meals too. We know that consumers are on the hunt for increased variety from their snacks, which is why we’ve introduced Zesty Lime. The new flavour comes after our Hint of Lime offering has been the second most requested flavour from Doritos consumers since leaving the range in 2020.
“The range will also continue to appeal to sharing occasions, unlocking even more cross-category merchandising opportunities for retailers as consumers look to stock up with everything they need for a ‘snackable’ meal in one go. Ultimately, our aim is to ensure the range remains front of mind for shoppers when stocking up ahead of these occasions, with our new Zesty Lime flavour and Doritos Loaded platform set to further drive this through making the range unmissable and successful long-term.”
The new Doritos Made to Dip or Load packaging and Zesty Lime flavour is rolling out in Tesco, Morrisons, Waitrose, Sainsbury’s and Asda. Available in a 230g sharing bag with an MRSP of £2.50, the rebrand will be supported by a marketing campaign across digital and social channels.
