PepsiCo builds on spicy snacks selection
SNACKS giant PepsiCo has unveiled a fiery new launch for the Doritos brand has the Dinamita Extra Flamin’ Hot variant rolls out in the UK.
Exclusive for the convenience market, the new Doritos Dinamita joins the existing portfolio of PepsiCo’s Extra Flamin’ Hot range as the snacks firm calls the new launch a “next step” for the flavour.
The new launch is available solely in £1.25 price-marked 65g packs to help boost retailers’ sales in the savoury snacks category.
This marks the second piece of activity for the Extra Flamin’ Hot flavour variant after PepsiCo introduced Walkers Extra Flamin’ Hot to the range on a limited basis in January this year.
To help draw attention to the new launch, PepsiCo has said that a new impulse shopper campaign will kick off from March to help drive up awareness for the new product.
Rob Pothier, head of marketing for portfolio campaigns at PepsiCo, said: “The last year has seen us unleash the heat with Extra Flamin’ Hot in the impulse channel, but now it’s time to turn things up another notch.
“We know that Gen Z are driving the demand for bold and exciting flavours, so we have been on a mission to support retailers in catering to these shoppers through our Extra Flamin’ Hot brand, effectively working to future-proof the category with new and innovative offerings.
“Our latest Doritos Dinamita innovative introduces our rolled tortilla chip form, available in the UK for the first time after proving a hit in other global markets.
“Through this, the launch of a Doritos rolled tortilla snack within the UK will ensure retailers are offering shoppers a new experience from a brand that they already know and love, with the product also containing a hint of lime.
“As a result, the launch aims to fuel the range’s momentum with shoppers through appealing to Gen Z and spice lovers seeking the ultimate spicy flavour experience.”
