Paul Hill finds out how PepsiCo is working with United Wholesale (Scotland) to promote its new Doritos Flame-Grilled Whopper flavour
Brand partnerships have always proven to be important to the exposure of NPD in the wholesale channel. PepsiCo has taken this one step further with the launch of the all-new Flame-Grilled Whopper Doritos, in partnership with Burger King.
As part of its huge in-depot activation at United Wholesale (Scotland)’s (UWS) Glasgow depot, Doritos created an immersive sampling experience, supported by digital and physical marketing materials.
“I have to say a huge thanks to Doritos for bringing this activation to life at UWS – it’s been great having this promotion here in Glasgow and we’re excited to see how the Doritos partnership with Burger King performs,” said Chris Hewitt, impulse trading director at UWS.
Mike Chapman, head of wholesale at PepsiCo, added: “Innovation is key in driving growth within savoury snacks. As a leader in the category, PepsiCo continues to respond to consumer trends with a robust pipeline of innovative NPD. A large part of our success can be attributed to our continued commitment to providing smarter snacking choices, which don’t compromise on taste.”
The new non-HFSS Flame-Grilled Whopper Doritos is PepsiCo’s newest launch and adds to the overall Doritos product range, which grew by 13.7% in terms of value sales growth, while the sharing formats grew by 8.9% in terms of value sales growth(1).
The product aims to tap into Gen Z demand for new and bold flavours, and is available
in a variety of formats to cater to consumer needs, including RRP price-marked packs (RRP PMPs).
“RRP PMPs offer the reassurance of value to shoppers, which in turn creates confidence in local retailers and how they price their products,” Chapman explained.
PepsiCo was supporting the launch at UWS through a never-before-seen level of display and features. “PepsiCo has [previously] had a long-standing relationship with Unitas members, such as UWS, and we’re delighted to have collaborated with design agency Display UK to activate one of our biggest-ever displays in the channel.”
Chapman continues: “This is the first time that we have done something on this scale and activations like this will help to make our new products a success, driving strong category growth. Collaboration is key to us and this activation will ensure that retailers can take advantage from the outset and increase their sales.”
Hewitt added that it was great to see the activation come to life. “We’re always more than happy to work with the PepsiCo team here at UWS. It’s partnerships like these that really help our retailers to stay on top of innovations and trends in the savoury snacks category,” he said.
Projects such as this demonstrate how PepsiCo is continually keeping consumers’ needs in mind. Not only does the new flavour tap into consumer demand for smarter snacking choices, but it also delivers on the promise of bold flavours.
Mike Chapman, Head of wholesale, PepsiCo: “The wholesale channel is very important to PepsiCo. We are always looking to offer advice and guidance, while working in partnership with wholesalers, so that we can best support them. Our latest in-depot activation is a good example of us working with wholesalers to drive excitement.”
Chris Hewitt, Impulse Trading Director, UWS: “Doritos products already perform really well here at United Wholesale (Scotland), and the Flame-Grilled Whopper Doritos brings innovation and excitement to the category. The activation will not only help to create a big buzz in depot, but will also help to increase sales further.”
1NielsenIQ ‘Total Savoury Salty Snacks’ for the 52-week ending 29.04.23 compared with the previous 52-week period ending 30.04.22, 2 Nielsen Scantrack Share of TC August 2022 MAT
