Doritos has unveiled plans to get more shoppers particularly gamers buying dips with their chips.

According to Doritos brand owner PepsiCo, half the American shoppers who buy chips also pick up a dip, compared with just one in 10 UK shoppers.

On 20 June, the brand is launching Dip Desperado a game that can by played via Facebook or a smartphone app that challenges consumers to flick virtual chips into a jar of dip. Players have the chance to win more than £770,000 worth of prizes including games consoles and trips to the US. The promotion will be supported by the brand's biggest-ever chip and dip media campaign, including TV, PR and a digital push via Facebook, gaming sites and mobile phone.

"Social gaming has really captured the imagination of UK gamers," said Adriana Riberio, PepsiCo marketing director for sharing. "Dip Desperado will tune into this craze with our core target audience."

Doritos will also be providing retailers with PoS material and encouraging them to merchandise chips and dips together.

Activity at the point of sale would be key to growing sales of dips alongside chips, said Mintel senior food analyst Kiti Soinien, who added that Mintel data showed about 40% of UK consumers had tried tortilla chips.

"Within crisps and salty snacks there's strong activity in flavour development, which does not support the need for dips," she said.

"With no established dipping habit in crisps and snacks, Doritos is faced with the challenge of educating consumers and breaking longheld habits."

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