Key takeaways:
- One in three UK consumers now weigh the environmental impact of chip packaging alongside taste.
- Entertainment tie-ins like Stranger Things and Only Murders are fueling snack aisle buzz.
- Bold, globally inspired flavors are defining the next wave of chip innovation.
Shoppers are no longer choosing chips on taste alone. A new study from packaging giant Amcor reveals that one in three UK consumers (30%) now weigh up the environmental footprint of the pack before dropping a bag into their basket. Younger buyers are especially attuned: 43% of those aged 18-44 consider packaging sustainability, compared to just 20% of those over 45.
The survey of more than 2,000 adults highlights how attitudes to snacking are shifting. Four in 10 respondents said they would be more likely to buy chips in recycled packaging, while over a quarter believe pack sustainability ranks on par with taste.
Amcor is moving quickly to address those expectations. Working with Burts, it’s debuted a chip bag containing 55% post-consumer recycled materials. Backed by ISCC certification, the pack performs like virgin plastic but with a lower impact.
“Together with Burts, we proved that it’s not only possible, but also a smart, future-ready move that resonates with eco-conscious consumers and supports real sustainability progress,” said Sally Liggins, key account manager for Snacks & Confectionery at Amcor.
With sustainability rising up the agenda, brands are also raising their game on flavor. Here’s a look at the latest launches making waves in 2025.
Buffalo Wing Pringles take flight
Pringles has built its reputation on big flavors in a tidy stack and now it’s adding a sports-bar classic to the mix.
Pringles Buffalo Wing has landed for a limited run, bringing tangy vinegar and garlic heat in that signature saddle-shaped chip.
The flavor is rolling out exclusively through select Thorntons, TravelCenters of America and ampm stores, with availability running until November 1. The smaller, focused launch speaks to trial and impulse snacking – ideal for road trips, grab-and-go lunches or stocking up at the pump.
For Kellanova, it’s a chance to test the waters with a flavor that screams shareable occasion. If the buzz is strong enough, Buffalo Wing could well find itself graduating from travel-stop novelty to permanent lineup.
The launch also underscores how Pringles leans on limited time flavors to spark excitement and keep loyal fans engaged. Past runs like Scorchin’ and Everything Bagel built buzz through scarcity, and Buffalo Wing follows the same playbook – tapping into America’s love of chicken wings while giving snackers a reason to hunt down the cans before they’re gone.
Doritos Golden Sriracha plays with heat
Doritos has long claimed the title of boldest chip brand, but its newest flavor comes with a twist: Doritos Golden Sriracha delivers spice without the burn.
The chip is inspired by the rising popularity of yellow and green sriracha sauces, a break from the familiar red squeeze bottle, and comes with a campaign as playful as the flavor itself.
Actor Walton Goggins stars in a short film called ‘A Spicy, but Not Too Spicy Plumber’, which leans into campy comedy while showcasing the chip’s tangy, garlicky, subtly sweet seasoning. The flavor, developed through chef-led R&D across Los Angeles, Thailand and Peru, was designed to provide a lingering heat that doesn’t overwhelm.
“By elevating Doritos Golden Sriracha, a globally inspired flavor that balances tanginess and sweetness with approachable heat, with a campaign that playfully subverts expectations, we hope to inspire fans to take a bite of what could be our next ‘mega-flavor’,” said Tina Mahal, SVP Marketing at PepsiCo Foods US.
The chip is already on shelves nationwide, backed by Doritos’ full media firepower and looks set to be the next staple in its rotation.
Stranger Things collide with Doritos
Few brands embrace pop culture like Doritos, and the final season of Netflix’s Stranger Things is getting a full snack-aisle takeover. At the center is Doritos Collisions Stranger Pizza x Cool Ranch, a mash-up that marries Gen Z’s top-ranked flavor, pizza, with one of Doritos’ most enduring classics.
For those who prefer something with a supernatural edge, Doritos Minis Glow in the Dark Spicy Sweet Chili arrives in limited edition canisters that literally light up in the dark. Collectible retro packaging inspired by the 1980s Hawkins setting is also rolling out across Doritos and Cheetos core flavors, from Nacho Cheese to Sweet & Tangy BBQ.
The Stranger Pizza x Cool Ranch packs is rolling out on shelves at $6.29 for 9oz and $2.69 for 2.625oz bags, while the Minis retail for $3.49. “The launch of Stranger Things Season 5 felt like the perfect time to deliver,” said SVP of Marketing Tina Mahal.
With nostalgia and fandom in play, this is a launch aimed squarely at collectors as much as snackers. Expect secondary sales on eBay once the packs disappear into the Upside Down.
Tostitos Dips serve up a mystery
Not to be outdone in the pop-culture stakes, Tostitos is teaming with Hulu’s Only Murders in the Building to launch a mysterious new flavor: Oliver’s Dip. The twist? The flavor is secret, challenging fans to play detective until the reveal in the show’s season finale this October.
To drum up engagement, Tostitos has seeded exclusive clue-filled kits via Instagram contests, created a ‘Dips with Dinner’ menu for watch parties and is running mystery-themed content across its social channels.
It’s a crossover that makes sense, given Martin Short’s character Oliver is portrayed as an over-the-top dip connoisseur.
“This collaboration brings together a delicious taste and compelling storytelling – adding flavor and a hint of mystery to the everyday moments in life,” said Jess Spaulding, VP of Brand Marketing at PepsiCo.
The wider Tostitos Dips range, made without artificial colors or flavors, remains widely available in supermarkets and online, with Oliver’s Dip appearing for a limited run.
Keya’s bold Indian chips hit the aisle
While legacy brands lean into classics, a newcomer is shaking things up with unapologetically bold Indian flavors.
Keya’s Snacks, created by Bombay-born chef and Food Network Spring Baking Championship winner Keya Wingfield, made its debut earlier this year and is already on shelves in more than 1,200 stores including Kroger, Publix and HomeGoods across the US.
The launch lineup includes Black Salt, echoing the tangy, sulfurous mineral used in Indian street snacks; and Bombay Spice, a 29-spice blend developed with female farmers in India. Both flavors lean heavily into authenticity rather than watered-down ‘ethnic’ cues, which has resonated with shoppers looking for more adventurous snacks.
Wingfield frames her brand as part of the ‘Joyful, Not Guilty’ food movement – a pushback against diet-driven messaging in the snack aisle. The approach is working. By positioning chips as celebratory and flavorful rather than virtuous, Keya’s is carving out a new space in fusion snacking that feels joyful and culturally rooted.
Cheez-It Crunch breaks new ground
Cheez-It is reinventing itself with its boldest move in years: Cheez-It Crunch. The new line introduces a 3D shape designed for maximum crunch and flavor coverage, a response to the growing demand for sensory snacks.
Three flavors are on the way – Kick’n Nacho Cheese, Zesty Jalapeño Cheddar and Sharp White Cheddar – each promising the brand’s signature real-cheese punch with an amped-up texture. Kick’n Nacho Cheese and Zesty Jalapeño Cheddar will debut at 7-Eleven across the US this October in $2.79 single-serve bags, while the full trio will roll out nationwide in January 2026 in larger 6.5oz bags at $4.49.
“We’ve taken everything fans love about the original Cheez-It cracker and reimagined it with a new, irresistible snacking experience,” said senior brand director Cara Tragseiler.
The timing couldn’t be better. Crunchy snack content has surged on social platforms by more than 50% in the past year and Cheez-It Crunch is designed to feed straight into that ASMR-friendly trend.
