Doritos gambles with ultra-spicy tortilla chips

Pack of Doritos Roulette

Doritos is launching a new variant to its range – Doritos Roulette – which features a number of ultra-spicy chips hidden among the usual cheese flavour ones.

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

Michael Walford, Doritos Marketing Manager, said the new format and flavour innovation would introduce fun and excitement to the sharing category.

“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,” added Walford.

Doritos Roulette is available now in Sharing packs with an rrp of £1.99. The launch will be supported with a TV campaign, digital and strong levels of in-store shopper marketing.