Frito-Lay has expanded its Doritos range with the introduction of Doritos Blaze, a new flavour for the hot and spicy snack sector in the US.
Initially, there will only be one flavour of Doritos Blaze available, though the brand claims the new range is the first in a series of snacks it will release for the sector, as it responds to growing consumer demand for spicy snacks.
Frito-Lay stated that research conducted by Mintel discovered that 1 in 4 consumers are eating more spicy food than they were in the past.
Packaged in purple packets with flames and thermograph handprints, Doritos Blaze aims to stand out on supermarket shelves.
Ryan Matiyow, senior director of marketing, Frito-Lay North America said: “Doritos Blaze is truly a first-of-its-kind snack with a robust flavour that’s as bold as the heat in every bite.
“We know our heat-seeking fans will enjoy this intense snacking experience all year long.”
Doritos Blaze will be available from 4 January throughout the US in 9.75oz multi-serve packets at a suggested price of $4.29 and 3oz bags at a suggested price of $1.69.
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