Doritos expands into meat flavours with new packs

Doritos is adding a Flame Grilled Steak flavour to its portfolio, following research which found that “meat snack lovers” shop more regularly and spend more in the crisps category.

 

The flavour will be available from mid-January in 180g bags for £2 and 80g price-marked £1 bags, supported by TV and digital advertising from March.

The brand said the flavour has been launched to help retailers capitalise on the gap in the tortillas segment, with meat flavours being previously under-represented. It said that meat is the number three flavour segment in the savoury snacks category.

Will Robinson, senior brand manager for Doritos, said: “We have had excellent results from our consumer testing, with 86% of consumers saying that they would buy the product. 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.”

Doritos is also launching a new design for its single-serve packs and replacing the 180g packs of its Lightly Salted and Hint of Lime with 230g packs (£2.50), following research which said that these flavours tend to be consumed during larger social occasions with more than four people alongside Doritos dips.

The brands Cool Original flavour will also be available in the new 230g pack

Author: kimbarnard

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