Doritos has confirmed it is developing a square-shaped tortilla chip after teasing the launch on social media.
The snacking brand posted a photo of a square chip to Instagram yesterday, featuring 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 commented: “This ain’t April 1st, come on…”
Doritos reassured shoppers in the comments that “sometimes change is a good thing”.
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When approached by The Mail, a spokesperson for Doritos owner PepsiCo said: “The news isn’t ready to be shared quite yet, but great to know how much interest there is in the shape of our chips.
“As you’ve now seen, square Doritos are something we’re exploring and we’ll reveal more officially later this month.”
PepsiCo also shared photos showcasing a “prototype the team has been working on”. One graphic showed that the edges of the chips measure in at 65mm, roughly the same size as each edge on the traditional triangular version.
It comes after PepsiCo reformulated Doritos in October to make them “crunchier, more substantial” and HFSS-compliant.
The move was made possible by PepsiCo’s recent £13m investment in its Coventry site, which has been the home of Doritos since the brand first launched in the UK 30 years ago.
However, a square-shaped launch would mark the first time in Doritos’ history it has released a non-triangular chip.
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