Doritos Roulette has made a comeback, this time in partnership with hot pepper sauce brand Tabasco.
The launch will be supported with a TV and digital advertising campaign, kicking off from July 3 for five weeks.
For those unfamiliar with the Roulette concept, each pack contains an overwhelming majority of Tangy Cheese Doritos. However, one chip in every handful is flavoured with hot Tabasco Sauce.
The Roulette revamp follows the launch of Doritos Heatburst earlier this year, which provides an intense two-flavour experience.
Will Robinson, Brand Manager at PepsiCo, commented: “We are delighted to add a bold twist to Roulette by partnering with the iconic Tabasco Brand. Roulette is a popular choice with consumers as it is a playful product that lends itself to social occasions with friends and we are confident the new Tabasco Sauce variant will help boost sales for retailers.”
A spokesperson for Tabasco added: “We believe snacks should be as fun as they are flavourful, so we are very excited to have Tabasco Sauce in the new recipe for Doritos Roulette. Our iconic sauce delivers heat without masking flavours; and our chefs worked hard to ensure that the chips offer kick for adventurous samplers.”
Doritos Roulette with Tabasco Sauce is available now.
