Doritos, leading tortilla chip brand  from PepsiCo, has expanded its line up with new Doritos Flame Grilled Steak. The brand said the new flavour will target ‘meat snack lovers’ who tend to shop more regularly and spend more as a result.

Available from mid-January, the new flavour has been launched to help retailers capitalise on the gap in the tortilla segment, with meat flavours previously being under-represented. Meat is the number three flavour segment in the savoury snacks category.

Will Robinson, senior brand manager for Doritos at PepsiCo, commented: “We have had excellent results from our consumer testing, with 86 percent of consumers saying that they would buy the product. Therefore, we are extremely confident that as the first mainstream meat flavour that we have launched on Doritos in the UK, it will drive strong sales for retailers by attracting new shoppers into the tortilla segment.”

The launch will be supported with significant TV, digital and shopper marketing activity from March. The new product will be available in 180g (RRP: £2) and 80g (RRP: £1) formats. PMP is also available.

Doritos is also launching bigger 230g packs on its ‘lighter’ flavours including Hint of lime, Lightly Salted and Cool Original, to tap into new occasions. Lightly Salted and Hint of Lime 180g bags are being replaced with larger 230g bags  (RRP: £2.50). Cool Original will continue to be available in all existing formats and now additionally in 230g.

Doritos is undergoing a full packaging refresh to upgrade the look and feel of its sharing and single serve packs. This will help to drive standout on shelf with a new ‘burst of flavour’ design added to the front of pack, the brand claimed.