“Innovative” crisp arrives in the UK
Walkers has announced the launch of the Doritos Collisions range of crisps.
The brand’s “innovative new product” combines two flavours in one bag and will arrive here this month, according to Talking Retail.
An experiential marketing campaign will target young adults, with the crisps presented as a complement to a fun, sociable lifestyle.
Doritos marketing director Thomas Delabriere said: “It’s a unique concept that provides retailers with the perfect opportunity to offer their customers something totally different to anything they’ve tasted before.”
Flavour combinations of T-bone steak & grilled pepper and chicken sizzler & zesty salsa will be the first to be released. Collisions were launched in the US last year with hot wings & blue cheese and zesty nacho & chipotle ranch flavours.
The Doritos brand is currently worth £93 million to Walkers, Britain’s biggest crisps and snacks maker, and is reported to be the sharing category’s fastest-growing product.
