Doritos’ parent company PepsiCo, in partnership with Jack Link’s, is launching a new “beef jerky flavour”. This will expand the brand’s scope across the snack food market.
Through this partnership, Doritos will introduce two new flavours – Spicy Sweet Chili and Flamin’ Hot-flavored Original beef jerky and meat sticks. This could mark the beginning of a new snacking era for PepsiCo and Doritos.
Jack Link’s highlighted the Doritos collaboration at the 2022 National Association of Convenience Stores conference. Leslie Vesper, vice president of marketing at Frito-Lay, said their snack fans are loyal to the iconic flavours they have created across the Frito-Lay brands, so this is the perfect opportunity to bring bold flavours in a new form.
Stephanie Leibke, vice president of marketing for the Jack Link’s brand, said Jack Link’s has always been about pushing boundaries and bringing bold experiences to their fans through their high-quality meat snacks. The brand will take consumers on the next epic snacking adventure through this legendary collaboration.
Marketing experts believe the new flavour is a sound strategy, especially with consumers snacking more and eating while on the run. The beef jerky flavour brings Dorito’s name out of the chip aisle and into a new store category. This will increase top-of-mind awareness and bring about additional sales for the flagship offering. Moreover, it gives the consumer packaged goods (CPG) giant a bigger presence in the jerky category.
