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DORITOS RAISES THE STEAKS IN THE SAVOURY SNACKING CATEGORY WITH NEW FLAME GRILLED STEAK FLAVOUR AND NEW PACKAGING

by Walkers | Apr 01, 2019

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Doritos, the number one tortilla chip brand in the UK1, is adding a sizzle to its line up with new Doritos Flame Grilled Steak. Research shows that ‘meat snack lovers’ tend to shop more regularly and spend more in the category2 therefore; the flavour will be a great value driver for retailers.


They have been available from mid-January, and the new Flame Grilled Steak flavour has been launched to help retailers capitalise on the gap in the tortilla segment, with meat flavours previously being under-represented. Meat is the number three flavour segment in the savoury snacks category3.


Will Robinson, Senior Brand Manager for Doritos at PepsiCo, comments: “We have had excellent results from our consumer testing, with 86% of consumers saying that they would buy the product4. Therefore, we are extremely confident that as the first mainstream meat flavour that we have launched on Doritos in the UK, it will drive strong sales for retailers by attracting new shoppers into the tortilla segment.”


As well as launching this bold new flavour, Doritos is undergoing a full packaging refresh to upgrade the look and feel of its sharing and single serve packs. This will help to drive standout on shelf with a new ‘burst of flavour’ design added to the front of pack. At the same time, Doritos will tap into new occasions with the launch of bigger 230g packs on its ‘lighter’ flavours including Hint of lime, Lightly Salted and Cool Original, with research indicating that these flavours tend to be consumed during larger social occasions with more than four people alongside Doritos dips.

To support the new flavour and raise awareness, we have a new competition live on Counts for More where you can simply match the Doritos pairs to win 100 points immediately onto your account. Don’t miss out and enter here!



  • 1 Nielsen WE 19.05.18
  • 2 Kantar WPO Shopper Av. Spend and frequency of purchase per buyer of Meat Flavours August 2018
  • 3 Kantar WPO Penetration/Shopper Spend on Meat Flavours By Format August 2018, 2018
  • 4 MMR ‘Assessing the potential of Doritos Flame Grilled Steak, Central Consumer Location Test (September 2018)
Copyright © Pepsico UK Ltd. 2018