Doritos has given its Tangy Cheese flavour tortilla chips a Flamin’ Hot twist to ignite the nation’s taste buds.

Doritos flamin hot

The new take on the Tangy Cheese flavour tortilla chip will be available from 12 January and follows the success of the flame grilled steak flavour last year.

Doritos marketing manager Pippa Pennington commented: “There is a big opportunity for retailers when it comes to tortilla chips. Penetration sits at 58% (Kantar Worldpanel Online, Total Market tortilla chip penetration, 52 w/e 1 December 2019) which shows that there is huge headroom for the segment to grow, however it is perceived as having too narrow a range of flavours. Growth in the savoury snacks market is coming from brands delivering innovative flavour, taste and texture experiences, and the spicy crisps segment is no different.

“Shoppers are constantly looking for snacks that excite them and break away from what they would deem ‘the norm’. Doritos Flamin’ Hot Tangy Cheese flavour does just that. It gives them the familiarity of tangy cheese, a taste that they know and love, only now it’s hot! Its addition to the Doritos family allows shoppers to find a level of heat that’s perfect for them.”

Brand owner PepsiCo has already launched Flamin’ Hot Tangy Cheese flavour Doritos in the US, where it says the flavour has proved a tremendous success.

The launch will be supported with a marketing investment spanning TV, online and in-store activity that commences in March.

Flamin’ Hot Tangy Cheese flavour Doritos will be available in 180g (rrp £1.99), 150g (£1.87) and 70g £1 pricemarked formats.