Doritos is aiming to heat up the snacks market with a dual flavoured tortilla chip.
Available in two varieties, BBQ (£1 price-marked pack) and Chipotle Cream, each will feature the first flavour of BBQ or Chipotle Cream, before mini chilli capsules burst when the chip is crunched, creating a spicy sensation.
The launch follows the success of Doritos Roulette, which contains randomly placed fiery hot tortilla chips hidden among the tangy cheese chips.
Andy Hawkswell, marketing manager at PepsiCo, commented: “With Doritos Heatburst, we wanted to create a revolutionary new snacking experience that is truly ‘For The Bold’ and we can’t wait to see people experience this latest piece of innovation, which is perfect for all sharing occasions.
“Research shows that two-thirds of users agree that they like to try new snacks and we know that chilli rates among the top 10 most popular flavour components and is growing in popularity with consumers looking for spicier snacks. As a result, we expect this new dual flavour concept to generate real excitement, driving penetration and growing the category.”
The launch of the new range will be supported with a high-profile TV and digital advertising campaign from mid-February.