DORITOS LAUNCHES NEW RANGE OF CHIPS AND DIPS
Walkers, the UK’s crisps and snacks manufacturer, is launching a new flavour Doritos chip, Sizzling Fajita, and two dips; Red Pepper & Pepperoni and Nacho Cheese.
The company is hoping to continue spearheading Sharing growth and build on Doritos’ +16% value increase with the launch these products, which will be on shelf in time for the festive season.
The Dips category is currently worth twenty six million pounds and is growing at twenty nine percent.
However, while Sharing products are purchased by eighty three percent of the UK population, Dips only reach twenty three point four percent of consumers.
Just one in ten chip purchases currently includes a dip, so driving combined sales offers an opportunity for incremental profits.
In order to help retailers capitalise on this opportunity, Doritos is re-launching its entire range of five Dips and introducing a new packaging design in a bid to strengthen the relationship between chips and dips and create a strong core look across the whole range.
The increased variety offered by the new launches – Sizzling Fajita chips and Red Pepper & Pepperoni and Nacho Cheese dips – means that they are placed to appeal to Doritos’ core consumer base whilst also hoping to attract new customers to the market.
Ian Ellington, General Manager of Walkers in the UK, commented:
“2010 is a bumper year for Doritos and we have invested heavily in product activity to further accelerate growth. There is a great opportunity for retailers to benefit from a strengthened association between our chips and dips.
We would advise them to stock up on both ranges and merchandise them together on shelf with their sharing crisps bag range. Retailers who also offer a ‘Big Night In’ area in store could use this as a secondary display opportunity.”
All dips are available in trays of 6 or 12 x 300g with an RRP of £1.30 and the entire range of Doritos sharing bags are packed in cases of 12 x 225g and have an RRP of £1.29.
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