PepsiCo has reformulated Doritos to make them “crunchier, more substantial” and HFSS-compliant.
It has added more corn to the recipe, “fine-tuned” its cooking process, and tweaked its seasonings to deliver “the crunchiest Doritos yet”.
The reformulated chips are claimed to provide “a better base to load with salsas and dips”, with 24% less salt and 15% less fat than the previous recipe.
They are already used in packs of Doritos Dippers and Doritos Extra Flamin’ Hot, but now the core Doritos range – Cool Original, Tangy Cheese and Chilli Heatwave – is transitioning to the new chips.
Reformulated packs began rolling into UK supermarkets at the beginning of this week, having already launched in the Netherlands, where consumers “have responded positively”.
The move was the result of “years of meticulous research, development and testing” by PepsiCo’s teams in Leicester and Coventry, according to the manufacturer.
It 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.
The investment funded the replacement of a manufacturing line, allowing changes to be made to each stage of the production process – from corn washing and milling to cutting and cooking.
During consumer testing, 91% of 600 shoppers who ate Doritos once a week or more gave the bolder crunch a thumbs up [Monadic consumer home use test, January 2023].
“Our teams have spent years mastering the art of cooking up delicious tortilla chips and this recipe is the culmination of all their hard work to perfect the trademark Doritos crunch,” said PepsiCo UK senior director for R&D Robert Lowery.
“We can’t wait for these Doritos to land on shelves across the UK, bringing fans bold flavour and even more crunch in every chip,” Lowery added.
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