Doritos cracks into the biscuit aisle

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The world’s number one corn-chip brand (Euromonitor International, ‘Packaged Food 2017’) has ventured into the biscuit category with Doritos Crackers.

These bite-sized crackers are promoted as being oven baked, not fried, and loaded with the Doritos flavours the brand is famous for: Cheese Supreme, Mexicana, Texan BBQ and Sweet Chilli & Sour Cream. The product is packaged in sleek black boxes, which are said to bring a modern edge to the category and increase shelf standout.

Doritos Crackers are claimed to be a world first, further establishing Doritos place in the Australian snacking space. Doritos says this innovation is set to expand the biscuit category – driving value, incrementality and excitement with millennials who are on the hunt for a bold new snack, from a brand they know and love.

Doritos Brand Manager Alison Silver said: “Doritos Crackers are an exciting way to attract a new consumer base to the biscuit category in the form of millennials, who are the heartland of Doritos. The brand has a cult following with the young and hungry, and we’re thrilled to be able to deliver them with an exciting new way to enjoy iconic Doritos flavours.”

All four new flavours are available nationally in grocery stores as well as petrol and convenience stores from mid-April (RRP $3.49).