As shoppers continue to enjoy elevated snacking options as part of their mealtimes1, Doritos is on a mission to help retailers leverage this trend with a shakeup of its ‘Dippers’ sharing range. Landing on shelves from now, the range is rebranding with a new look, flavour and bold call-to-action for consumers to Dip or Load their snacks with their favourite accompaniments. Through this, a new Zesty Lime offering is set to join the non-HFSS line-up, which already features Original Salted and Pinch of Paprika, alongside the core Doritos range.
Doritos is already associated with dipping more than any other snack brand by consumers2, as well as being a popular base for loaded nachos. Doritos plans to amplify the opportunity for shoppers to well and truly make the range part of their meal occasions, through the launch of a new Doritos Loaded platform. Set to inspire shoppers with recipes to make Doritos based dishes at home, the platform will enable retailers to meet a range of shopper needs; from unlocking dipping moments with tasty snacks to loading up with various toppings. As a result, the new Zesty Lime flavour is perfectly positioned to appeal to shoppers and boost sales, whilst being a delicious flavour pairing to endless meals.
Karina Stoltz, Senior Brand Manager, Doritos comments: “Our Doritos new look and flavour addition aims 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. We know that consumers are on the hunt for increased variety from their snacks, which is why we’ve introduced Zesty Lime. The new flavour comes after our Hint of Lime offering has been the second most requested flavour from Doritos consumers since leaving the range in 2020.
“The range will also continue to appeal to sharing occasions, unlocking 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. Ultimately, our aim is to ensure the range remains front of mind for shoppers when stocking up ahead of these occasions, with our new Zesty Lime flavour and Doritos Loaded platform set to further drive this through making the range unmissable and successful long-term.”
The new Doritos Made to Dip or Load packaging and Zesty Lime flavour is available across Tesco, Morrisons, Waitrose, Sainsbury’s and Asda now. Rolling out in a 230g sharing bag, with an MRSP of £2.50, the rebrand will be supported by a marketing campaign across digital and social channels.
2 Kantar Two quarter data Q2+Q3’24
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