Doritos has relaunched its Dippers range with new-look packaging and a Zesty Lime variant.
The revamped sharing packs (rsp: £2.50/230g) feature a “bold call to action” for consumers to “dip or load” the snacks with their favourite accompaniments. They are already widely available.
Zesty Lime had been developed in response to consumer demand, said Doritos. Hint of Lime was its second-most requested flavour since it left the range in 2020, it explained.
The brand has also launched a Doritos Loaded platform, featuring recipes to make Doritos-based dishes at home.
“Our Doritos new look and flavour addition aim to build on shoppers’ preferences for elevated snacking options, showing shoppers that the range is more than just a tasty snack on its own, but also the perfect pairing with their meals too,” said Doritos senior brand manager Karina Stoltz.
“We know consumers are on the hunt for increased variety from their snacks, which is why we’ve introduced Zesty Lime.”
The rebrand would unlock “even more cross-category merchandising opportunities for retailers as consumers look to stock up with everything they need for a snackable meal in one go”, Stoltz added.
It will be supported by a marketing campaign across Doritos’ digital and social channels.
Doritos last month hid a limited number of square-shaped chips inside 100 Chilli Heatwave 180g promotional packs to coincide with the release of A Minecraft Movie.
Shoppers lucky enough to find one of the rare chips won a cash prize of up to £10k.
It also added two variants, Zingy Vinegar Blast and BBQ Sweet Tang.
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