Doritos relaunches Roulette range with Tabasco sauce

PepsiCo-owned snack brand Doritos is relaunching its Roulette product, now with red pepper sauce Tabasco.

The launch aims to attract younger shoppers by appealing to millennials and will be supported with a TV and digital advertising campaign, starting 3 July for five weeks.

The revamped packs will contain the signature bold flavour and intense crunch consumers associate with Doritos but with an additional twist. Each crisp in the bag looks the same but for every handful of Tangy Cheese; one chip is flavoured with Tabasco sauce.

Will Robinson, brand manager at PepsiCo, notes, “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.”

Harold Osborn, executive vice president at the company that makes Tabasco pepper sauces adds, “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.”