Doritos, always innovating, brings another cobrand this year. The idea fits very well with the brand job to be done of getting salty consumers to buy doritos by generating craving through new launches. Our challenge is to leverage the weight of both the Doritos and Kraft Heinz brands while also ensuring that consumers can quickly perceive the flavors when they see the pack. In a competitive snack market, Doritos is introducing two new flavors, Ketchup and Mustard, as volume growth drivers. We will bring flavors tested and approved by consumers through research. We understand that the insights on the importance of popular flavors we gained with Pizza, combined with the brand strength that the partnership with Heinz will bring, will be key to the innovation’s success.
