Doritos partners Xbox for new on-pack promotion

Doritos has partnered with gaming giant, Xbox, to celebrate the new release of Starfield with a new on-pack promotion.

The promotion aims to engage with the gaming community during one of the biggest releases for gamers this year and reinforce Doritos as a brand synonymous with the occasion. As many gamers opt to snack whilst playing, the promotion offers shoppers the chance to pick up the perfect snack to accompany them whilst gaming.

From now until December 17, selected Doritos products will come with a code offering gamers a free one-month Xbox Game Pass Ultimate membership. Every hour between 06:00 and 23:59 each day, fans will also have the chance to win a number of other Xbox prizes like the next-gen Xbox Series S console.

Doritos has seen strong momentum and growth this year, at 18.9 per cent across the entire brand. Core sharing formats (+10.5%), price-marked packs (+20%), multipacks (+36.8%) and single serve (+51.1%) also performed well, highlighting how we are well positioned to help retailers boost sales of the number one tortilla chip brand in the UK.

"Gaming is a popular pastime for Gen-Z, with 81% of the demographic playing games. By teaming up with Xbox in line with the exciting launch of Starfield, we’re directly speaking to our Gen-Z consumers’ passion for gaming and providing them with the perfect snack for this occasion," Karina Stoltz, Doritos senior brand manager said.

"The on-pack promotion presents a great opportunity to drive footfall in-store and give back to our loyal shoppers through high-value prizes which we know our Gen-Z demographic will love.”

The promotion will be available in grocery, impulse and wholesale channels across the Doritos range of flavours, including Cool Original, Tangy Cheese, Chilli Heatwave, Triple Cheese Pizza and Loaded Pepperoni.