Doritos, one of the biggest snack brands in the UK, has made its Roulette crisps even bolder by partnering Tabasco Sauce.
The launch is being supported with a TV and digital advertising campaign, kicking off from July 3, for five weeks.
The revamped packs will contain the signature bold flavour and intense crunch consumers associate with Doritos but with an additional twist.
Each crisp in the bag looks the same but for every handful of Tangy Cheese; one chip is flavoured with Tabasco Sauce. The launch follows the success of Doritos Heatburst earlier this year which provides a two-flavour experience.
Will Robinson, brand manager at PepsiCo, said: “We are delighted to add a bold twist to Roulette by partnering with the iconic Tabasco Brand. Roulette is a popular choice with consumers as it is a playful product that lends itself to social occasions with friends and we are confident the new Tabasco Sauce variant will help boost sales for retailers.”