Doritos has brought its rolled tortilla chip spin-off Dinamita to the UK to meet shoppers’ growing appetite for spicy snacks.
The Takis-lookalike snacks will roll exclusively into the convenience channel in a £1.25 PMP (65g) at the end of February, launching under PepsiCo’s existing Extra Flamin’ Hot brand platform.
They will join PepsiCo’s Extra Flamin’ Hot iterations of Walkers Max, Doritos and Wotsits Crunchy, which have sold over 4.8 million packs within the impulse channel since their launch in March [NIQ 52 w/e 28 December 2024].
“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,” said Rob Pothier, head of marketing for portfolio campaigns at PepsiCo.
“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,” Pothier added.
“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.”
The Grocer revealed that Dinamita, which is available in international markets including the US and India, might be set for a UK launch in late 2023. PepsiCo had applied to register a logo featuring the brand name as a trademark with the Intellectual Property Office.
The UK launch will be supported by an impulse shopper campaign in March.
It comes after PepsiCo added a limited-edition Extra Flamin’ Hot variant for its core Walkers crisps brand in January.
Later that month, it teamed up with Doughlicious, UpCircle and Ginsters to launch three “unexpected” products under its Extra Flamin’ Hot brand platform.
The limited-edition Cookie Dough & Gelato Bites, “lip tingling” lip balm and spicy sausage roll were available to shoppers via PepsiCo’s Temp Drop Shop on TikTok Shop.
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