Doritos has teamed up with Formula 1 to launch a limited edition Golden Siracha tortilla chip and on-pack promotion.
Rolling out from 26 January, the new flavour will be sold in 140g and 180g sharing bags and is described by the brand as offering a “perfect balance of sweet and spicy”.
The launch follows strong performance in the US and marks the flavour’s debut in the UK & ROI, said the savoury snacks giant.
The limited edition NPD coincides with Doritos’ ‘Race to Win’ on-pack promotion, which launched across its range on 12 January.
The promotion offers prizes including £10,000, Formula 1 tickets and an hourly prize draw.
Consumers can enter online and choose between instant-win prizes or a grand prize draw, with winners able to secure tickets to the Formula 1 Pirelli British Grand Prix 2026.
The promotion will feature across Doritos’ full non-HFSS core range, including Chilli Heatwave, Cool Original, Tangy Cheese, Sweet BBQ Tang and Zingy Vinegar Blast, as well as the new Golden Siracha flavour.
Alex Nicholas, senior marketing manager at Doritos, said the activity marked the brand’s first UK activation of its multi-year global partnership with Formula 1.
“The ‘Race to Win’ promotion, in addition to our new Golden Siracha flavour and striking new pack designs, gives shoppers a dynamic new way to experience the excitement of F1,” said Nicholas.
The campaign will be supported by PepsiCo’s wider Formula 1 marketing activity, including the ‘Taste the Thrill’ campaign running from February to March, added Doritos.
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