Doritos is launching a new variant to its range – Doritos Roulette. Rolling out nationwide from 13th April, each bag of Doritos Roulette will contain a number of ultra spicy chips hidden among the usual tangy cheese flavour, giving consumers an exciting element of surprise.

The randomly placed fiery hot tortilla chips are covered with invisible spice making them completely hidden among cheese chips. These spicy chips are the hottest that Doritos have ever produced – with the liquid used on them being 10 times hotter than a Jalapeño pepper.

Michael Walford, Doritos marketing manager, commented: “This new format and ultra spicy flavour innovation from Doritos introduces fun and excitement to the sharing category, which is currently growing at +6.7%, and worth £818m.

“We know consumers will be attracted to this new product as it really does bring something new to snacking - creating an entertaining experience which can be shared amongst friends and family.”

This new launch will be supported with a new TV campaign, digital and in-store shopper marketing.

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