Today we're excited to announce the introduction of an enhanced recipe for Doritos that delivers more crunch than ever before, while packing the bold taste the nation’s number one tortilla chip brand1 is known for.
With more corn added to the recipe, a fine-tuned cooking process and tweaked seasonings, these are the crunchiest Doritos yet, offering the bold flavours consumers love while also providing a better base to load with salsas and dips. The move towards a bolder crunch will see the previous recipe replaced across the classic Doritos flavours people know and love – Cool Original, Tangy Cheese and Chilli Heatwave – bringing the entire Doritos range onto the thicker chip base that’s already used across the Dippers and Extra Flamin’ Hot products.
It follows years of meticulous research, development and testing by our teams in Leicester and Coventry. During consumer testing the overwhelming majority of Doritos fans2 gave the bolder crunch a thumbs up, with the enhanced recipe delivering on all the key things they love about Doritos, including bold flavour, texture, appearance and aroma.
The innovation was also made possible by our recent £13 million investment in its Coventry site, which has been the home of Doritos since the brand first launched in the UK 30 years ago. The investment has facilitated the replacement of a manufacturing line to enable changes to each stage of the production process – from corn washing and milling, to cutting and cooking - redesigned to make the crunchier, more substantial chips.
Robert Lowery, R&D Senior Director, UK Foods at PepsiCo, said: “Our teams have spent years mastering the art of cooking up delicious tortilla chips and this recipe is the culmination of all their hard work to perfect the trademark Doritos crunch. Having received the seal of approval in consumer testing from some of Doritos most loyal fans as well as our expert panel of ‘supertasters’, we can’t wait for these Doritos to land on shelves across the UK, bringing fans bold flavour and even more crunch in every chip.”
In addition to the bold crunch and delicious flavours, the enhanced recipe reduces the amount of salt and fat by 24% and 15% respectively when compared with the previous recipe, and will move to non-HFSS classification.
The bolder crunch recipe has already successfully launched in the Netherlands. In the UK, product started landing on supermarket shelves from 7th October and will be rolling out nationwide in the coming weeks.
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[1] Doritos has a value share of 71.7% based on NielsenIQ RMS data for Total Savoury Snacks (client-defined) for the 52 w/e 06.07.24 for Great Britain Total Coverage retail market
[2] 91% of 600 people surveyed who eat Doritos once a week or more. Source: Monadic consumer home use test, January 2023.
[3] Compared to the average salt value of regular potato crisps