New in brief

Doritos breaking into crackers category down under

10-Apr-2018 - Last updated on 10-Apr-2018 at 08:42 GMT

PepsiCo-owned Doritos has rolled out its first cracker range in Australia. Pic: Doritos

PepsiCo’s Doritos is venturing beyond the chips category with the launch of its first line of crackers in Australia.

The world’s top selling corn chip brand (Euromonitor 2016 data) is breaking into the biscuit aisle.

According to Alison Silver, Doritos brand manager, the snack producer is hoping the crackers will attract a new consumer base to the biscuit category, particularly targeting millennials who are Doritos main customer base.

“The brand has a cult following with the young and hungry,” said Silver.

“We are thrilled to be able to deliver them with an exciting new way to enjoy iconic Doritos flavors.”

The oven baked, bite-sized crackers – which deliver an “intensive flavour hit” – come in four variants, including Cheese Supreme, Mexicana, Texan BBQ and Sweet Chilli & Sour Cream, packaged in sleek black boxes to increase shelf standout.

Available in grocery stores, petrol and convenience stores across Australia from the middle of April for a RRP of AU$3.49 (US$2.67) per box.