Doritos’ anticipated square-shaped tortilla chip has been developed to coincide with the release of A Minecraft Movie, the brand has confirmed.
Inspired by the film’s cube-like universe, Doritos has developed a limited number of square-shaped chips, which are hidden inside 100 Chilli Heatwave 180g promotional packs, rolling out from 28 February to 10 March.
Doritos will share clues hinting at the location of the packs ahead of their launch.
The PepsiCo-owned brand will also run a digital promotion from 17 February until 13 April, which invites consumers to scan the QR code on promotional packs for the chance to reveal a square Doritos chip.
Shoppers lucky enough to find one of the rare chips – in real life, or digitally – will win a cash prize of up to £10k. Other prizes, such as A Minecraft Movie cinema tickets and exclusive merch, will also be released every hour between 6am and 11:59pm.
Doritos teased the partnership earlier this month by sharing a picture of a square tortilla chip on its Instagram page with the caption: “The shape of things to come.”
Fans of the brand were quick to react to the post, with one shopper commenting: “I refuse to eat a square Dorito”, while another added: “This ain’t April 1st, come on…”
New variants
Alongside the square chip promotion, Doritos will also roll out two variants inspired by characters within the film next week.
Creeper Vinegar delivered “a zesty, explosive flavour”, while Ghast BBQ was “sweet and tangy”, said Doritos. Both will join Doritos’ permanent lineup after the promotion ends, named Zingy Vinegar Blast and BBQ Sweet Tang respectively.
“We know our triangle shape is iconic, so changing it had to be for something special,” said Doritos UK senior marketing manager Alex Nicholas.
“Our partnership with A Minecraft Movie gives people the chance to hunt for square Doritos and win prizes and try two exciting new flavours within the Doritos range, which we’re sure fans will love.”
Promotional activity will also run across Walkers Monster Munch, Quavers and Wotsits ahead of the film’s release on 4 April.
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