No dip in sales for Doritos with new chips and dips range

Walkers launch new Doritos chip, Sizzling Fajita, with two delicious dips; Red Pepper & Pepperoni and Nacho Cheese.

20 August 2010

Walkers, the UK's No. 1 crisps and snacks manufacturer, is hoping to continue spearheading Sharing growth and build on Doritos' +16%* value increase with the launch of its new Doritos chip and dips.

The Ambient Dips category is currently worth £26m and is growing at an impressive 29%** . However, while Sharing products are purchased by 83% of the UK population, Ambient Dips only reach 23.4%*** of consumers . Just one in ten chip purchases currently includes a dip, so driving combined sales offers a massive opportunity for incremental profits.

In order to help retailers capitalise on this opportunity, Doritos is re-launching its entire range of five great tasting Dips and introducing a new, exciting packaging design 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 perfectly placed to appeal to Doritos' core consumer base whilst also attracting new customers to the market.

Ian Ellington, General Manager of Walkers in the UK, says, "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", says Ellington.

All dips are available in trays of 6 or 12 x 300g with an RRP of £1.30. All Doritos sharing bags are packed in cases of 12 x 225g and have an RRP of £1.29.

* Nielsen w/e value sales 07.07.10 year to date

** Nielsen, WE 12.06.2010

*** TNS Worldpanel MAT to July 2009

Tagged: Doritos