PepsiCo has unveiled its latest addition to the Doritos portfolio: Heatburst, a two-strong range of ‘dual flavoured’ tortilla chips.
Rolling out now, initially as a UK exclusive, Doritos Heatburst is available in two variants: BBQ and Chipotle Cream. Each promises to deliver its main flavour followed by spicy heat from ‘mini chilli capsules’, which burst when bitten.
The launch follows Doritos Roulette, cheese-favoured tortilla chips with ‘hidden’ spicy chips.
Heatburst has an rsp of £1.99 (162g) and is set to be supported with a high-profile TV and digital campaign from mid-February.
“We wanted to create a revolutionary new snacking experience,” said Andy Hawkswell, marketing manager at PepsiCo. “We can’t wait to see people experience this latest piece of innovation.
“Chilli rates amongst the top 10 most popular flavour components and is growing in popularity,” he added. “We expect this new dual flavour concept to generate real excitement, driving penetration and growing the category.”
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