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PepsiCo, the food and drinks multinational, has unveiled a new limited-edition Flavor Swap range in the US, featuring a mashup of flavours across its flagship Cheetos, Doritos and Ruffles brands.
Set to hit shelves in mid-February, the new lineup consists of three cross-branded products: Cheetos Crunchy flavoured with Lay’s Sweet Southern Heat Barbecue, Ruffles featuring Doritos Cool Ranch seasoning, and Doritos coated in Ruffles Cheddar & Sour Cream flavour. The initiative is described by the company as a “culinary experiment” designed to drive engagement among younger consumers by merging distinct flavour profiles with different snack textures.
To support the launch, PepsiCo has partnered with pop star Madison Beer, YouTuber IShowSpeed, and the comedy group Dude Perfect. The campaign also includes “Swap Drops” on Instagram, allowing select fans to win the products before their nationwide release.
PepsiCo stated that the launch leverages the breadth of its portfolio to create “playful, limited-time offerings” and capitalize on the growing trend of flavour mashups in the $50 billion US savoury snacks market.
Source: Milling Middle East & Africa / Food & Beverage Business / Parade
