PepsiCo is expanding its line of Doritos branded snacks in the UK with the introduction of a Flamin’ Cheeseball flavour.

Doritos, Flamin’ Cheeseball variety is available at all major supermarkets and independent outlets in 40g bags at an RRP of 38p and in 225g bags with an RRP GBP1.77p. 

A spokesperson for the company told just-food that PepsiCo hopes to drive category growth through innovation and marketing of its Doritos brand, which is valued at GBP92m.

“In the last year the brand grew by a staggering 16% and this latest activity, which forms part of Doritos biggest marketing campaign in five years, is expected to continue to drive growth,” the spokesperson said. 

The launch of the new Flamin’ Cheeseball flavour was supported by the Doritos Dodgeball Campaign, which started in May and will finish at the end of June. The drive is a fully integrated campaign including TV, online advertising, online partnerships, press partnerships, PR and an on-pack promotion.

According to the spokesperson, the Doritos Dodgeball Challenge is targeted primarily at “web savvy 18-34 year olds”.

However, she added: “The product itself has even wider appeal from adults aged 18 to 80!”