Doritos Roulette launched in the UK: your tortilla chip may be spicy.

Doritos, the tortilla corn chip snack from PepsiCo, is launching a new variant to its range – Doritos Roulette in the United Kingdom

Rolling out across stores nationwide from 13th April, each bag of Doritos Roulette will contain a number of ultra spicy chips hidden amongst the usual tangy cheese flavour, giving consumers an element of surprise.

Designed for all sharing occasions, the new bag from Doritos will sit alongside the existing popular flavours within the range.

Doritos Roulette (£1.99 RRP) randomly placed fiery hot tortilla chips are covered with invisible spice making them completely unrecognisable and hidden amongst the tangy cheese chips.

These spicy chips are the hottest that Doritos have ever produced – with the liquid used on them being 10 times hotter than a Jalapeño pepper.

According to Kantar, 86% of households buy Sharing packs least once a month.

Michael Walford, Doritos marketing manager, said:

“This new format and ultra spicy flavour innovation from Doritos introduces fun and excitement to the sharing category, which is currently growing at +6.7%, and worth £818m.”

“We know consumers will be attracted to this new product as it really does bring something new to snacking – creating an entertaining experience which can be shared amongst friends and family.”

Doritos Roulette was first launched in Canada last summer and meanwhile has been introduced in South Africa and Australia. The product is currently not available in the United States

[Update April 27: Today Doritos Roulette was introduced in the United States. The press release on the launch in the United States, also reveals the product was first introduced in Mexico, not Canada.]