Doritos has teamed up with Formula 1 to roll out limited-edition Golden Sriracha tortilla chips, plus an on-pack promotion.
Billed as offering “the perfect balance of sweet and spicy”, Golden Sriracha (rsp: £2.50/180g) was the top-selling salty crisps launch in the US in 2025, according to Circana data.
It will launch in the UK on 26 January in “striking, trophy-inspired” gold packs, designed for “maximum shelf standout”.
Meanwhile, Doritos will roll out an on-pack promotion across its range from 12 January, offering ‘Race to Win’ prizes of up to £10,000, including F1 tickets and merchandise.
The on-pack promotion will appear across Doritos’ full non-HFSS core range: Chilli Heatwave, Cool Original, Tangy Cheese, Sweet BBQ Tang, Zingy Vinegar Blast, and the new Golden Sriracha flavour.
“We are thrilled to land our first UK activation of the multi-year global partnership with Formula 1,” said Doritos senior marketing manager Alex Nicholas.
“The ‘Race to Win’ promotion, in addition to our new Golden Sriracha flavour and striking new pack designs, gives shoppers a dynamic new way to experience the excitement of F1.”
The activity will be supported by PepsiCo’s wider F1 strategy, including its partnership with Mercedes-AMG Petronas Formula 1 Team and ‘Taste the Thrill’ campaign, live from 2 February to 29 March.
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