PepsiCo is launching “dual-flavoured” tortilla chips under its Doritos brand in the UK.
The new Doritos Heatburst, launched “initially as a UK exclusive” aims to “push the limits of snacking to offer shoppers unrivalled flavour experiences with an unexpected taste transformation of two flavours on one tortilla chip”, PepsiCo said.
The company is planning to launch the chips in other markets this year. “It’s a big launch for Doritos globally throughout 2017, but UK is the first market to launch,” PepsiCo told just-food.
Doritos Heatburst is available in two varieties, BBQ and Chipotle Cream, in GBP1.00 (US$1.25) marked packs. PepsiCo said tastebuds are “flooded with heat as mini chilli capsules burst” when consumers crunch into the chips of either flavour.
The chips will be “in all major retailers including the impulse channel, which will appear over the next month or so”, PepsiCo said.
The new product follows the launch of Doritos Roulette, which contains “randomly placed fiery hot tortilla chips hidden amongst tangy cheese chips”.
PepsiCo marketing manager Andy Hawkswell said research by Mintel indicated two-thirds of users like to try new snacks “and we know that chilli rates amongst the top 10 most popular flavour components and is growing in popularity with consumers looking for spicier snacks”.
“As a result, we expect this new dual flavour concept to generate real excitement, driving penetration and growing the category,” Hawkswell said.