Doritos launches new pizza takeaway inspired flavour

Doritos is launching a new flavour inspired by one of the nation’s favourite takeaways, as it continues to build upon its strong presence within sharing occasions with Loaded Pepperoni Pizza flavour, a new addition to the Doritos family.

Doritos and pizza are both popular food choices during sharing moments – a market which is worth £2.5bn. Doritos aims to expand its lead in this area by incorporating the popular takeaway choice in Doritos form. Gen-Z makes up 67 per cent of sharing moments with friends, playing an important role in sharing occasions. With Doritos’ focus on attracting Gen-Z shoppers, the new launch should help the brand to continue leading in these occasions.

“We’re delighted to launch the new Doritos Loaded Pepperoni Pizza which taps into a very clear need from Gen-Z for new and exciting flavours that they can enjoy during sharing occasions," said Alex Nicholas, Doritos Marketing Manager. "Taste and experience remain a priority for our brand, so by combining the indulgent flavour of pizza with our iconic chip, this launch will ensure we remain well-placed to meet this demand.

“The new product features more corn for a perfect crunch, and has also scored strongly within consumer testing, ranking highly on purchase intent and flavour. The SKU will be non-HFSS, offering consumers and retailers a bold, new product that is a healthier alternative without compromising on taste.”

A price-marked pack of Doritos Loaded Pepperoni Pizza flavour (70g) is available now in the convenience channel as well as most major retailers. The launch will be supported by a large-scale media campaign in October.