Doritos is set to ignite taste buds with its dual flavoured Heat Burst tortilla chips.
Available in two varieties, BBQ (£1 price-marked pack) and Chipotle Cream (162g, rrp £1.99), each Heat Burst chip provides the flavour of BBQ or Chipotle Cream, followed by heat from mini chilli capsules which burst when the chip is crunched. The launch follows the success of Doritos Roulette which contains randomly placed fiery hot tortilla chips hidden amongst the tangy cheese chips.
Andy Hawkswell, marketing manager at PepsiCo, said: “With Doritos Heatburst, we wanted to create a revolutionary new snacking experience that is truly ‘For The Bold’ and we can’t wait to see people experience this latest piece of innovation, which is perfect for all sharing occasions.
“Research shows that two-thirds of users agree that they like to try new snacks (crisps, savoury snacks and nuts, UK, Mintel, January 2016) and we know that chilli rates amongst the top 10 most popular flavour components (Mintel GNPD 2011-15) 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.”
The new range is available now and the launch will be supported with a TV and digital advertising campaign from mid-February.