Doritos unveils new variant and larger 230g bags

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Doritos is expanding its range of tortilla chips with the addition of a Flame Grilled Steak flavour and bigger pack sizes.

Available from mid-January, the new variant will be sold in 180g or price-marked 80g bags (rrp £2 and £1 PMP respectively).

The launch of Doritos Flame Grilled Steak is designed to capitalise on demand for meat flavours in the savoury snacks category [Kantar WPO, August] and the product will be supported with TV, digital and shopper marketing activity from March.

Will Robinson, senior brand manager for Doritos at PepsiCo, said: “We have had excellent results from our consumer testing, with 86% of consumers saying that they would buy the product [Central Consumer Location Test, September 2018].

“Therefore, we are extremely confident that as the first mainstream meat flavour that we have launched on Doritos in the UK, it will drive strong sales for retailers by attracting new shoppers into the tortilla segment.”

In addition to the new flavour, Doritos is introducing larger 230g packs for its three ‘lighter’ flavours: hint of lime; lightly salted; and cool original (rrp £2.50).

Lightly salted and hint of lime 180g bags will be replaced with the larger format, while cool original will continue to be available in all existing pack sizes.

Furthermore, Doritos is also undergoing a full packaging refresh to upgrade the look and feel of its sharing and single serve packs. 

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