Doritos has announced the launch of new Doritos STAX, the brand’s first foray into the cannister snacks segment.
Packaged in a recyclable triangular tube and launching this month, this new take on the popular tortilla chip comes in three flavour variants: Ultimate Cheese, Sour Cream & Onion and Mexican Chilli Salsa.
“This marks a landmark diversification for the Doritos brand,” commented Clafoutie Sintive, marketing director on sharing snacks at PepsiCo. “Historically, cannister snacks is a segment that is shopped by the over 45s, but we want to extend that by targeting a younger audience.”
“We know that Doritos appeals to generation Z, a generation that notoriously looks for brands that challenge the status quo, so we’re confident that the launch of Doritos STAX, coupled with our bold flavour choices and the innovative packaging, will bring younger shoppers to this segment.”
Doritos STAX have been optimised to fit their unique packaging, which takes design cues from the triangular snack. With its stand-out triangular design, the tube is resealable.
The launch will be supported through an integrated marketing campaign spanning TV, OOH and digital. The wide-ranging campaign is expected to reach over 50 million adults, 15 million of which are Gen-z, Doritos target audience.
All flavours have an RRP of £2.50.
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