- Product: Doritos Dinamita
- Supplier: PepsiCo
- RRP: £1.25 PMP
- Available: now
PepsiCo has added Doritos Dinamita, a rolled tortilla chip snack, to its Extra Flamin’ Hot range exclusively available to independent convenience retailers.
The new launch is available in a £1.25 price-marked pack (PMP), and joins the range’s existing Walkers Max, Doritos and Wotsits Crunchy lines.
According to Kantar Worldpanel data, the Extra Flamin’ Hot range has been the top spicy innovation within the past three years, while Nielsen data shows it has sold more than 4.8 million packs within impulse since launching.
Doritos Dinamita follows in the wake of rolled snack brands such as Takis, which have been popular with younger shoppers.
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Rob Pothier, head of marketing, 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 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 futureproof the category with new and innovative offerings.
“Our latest Doritos Dinamita innovation 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.”
The supplier is supporting the rollout with an impulse shopper campaign throughout March. Select retailers have launched in-store activations with a ‘spin to win’ mechanic offering shoppers the chance to win free stock and merchandise.
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