Parfetts teams up with PepsiCo on snack launch

PepsiCo has partnered with Parfetts to introduce its new Doritos Dinamita range exclusively to the UK convenience market

The Big Ticket promotion will run for three weeks across depots, digital platforms, and retail channels. The activation will take place in Parfetts depots in Aintree, Birmingham, Somercotes, Sheffield, and Stockport, providing strong visibility for the launch.

As part of the campaign, three stores will undergo a full brand transformation, featuring exclusive Doritos Dinamita branding both inside and outside. These stores include Go Local Extra Coventry Road in Birmingham, Go Local Belle Vue in Middlesbrough, and Go Local Extra in Moss Bay, Manchester, where the promotion will be rolled out in the coming weeks.

PepsiCo has introduced Doritos Dinamita, a rolled tortilla chip snack, to the UK in response to the increasing demand for spicy flavours. Launching exclusively in the convenience sector, Doritos Dinamita is available in a £1.25 price-marked pack (65g) from the end of February. It will join PepsiCo’s existing Extra Flamin’ Hot range, which includes Walkers Max, Doritos, and Wotsits Crunchy, which have collectively sold over 4.8 million packs in the impulse channel since the launch last March.*

Ed Merrett, wholesale controller at PepsiCo, comments: “As an exclusive launch for the convenience channel, it has been vital for us to partner with our wholesale customers to ensure Doritos Dinamita is truly unmissable among retailers and shoppers. Collaborating with Parfetts has enabled us to plan exciting in-depot activity to drive awareness and store distribution, but also to activate across some of their Go Local stores with full Dinamita-inspired takeovers.

“When our customers get behind a launch like this, it’s a win-win for everyone involved. At this early stage of launch, capturing shopper attention is key to success, and we’re proud to have partnered with the Go Local symbol group to do just that. From in-store POS and engagement, to full window wraps, we’re passionate about shining a light on the exclusivity of this product to the channel and driving shopper footfall as a result.”

The activation includes extensive brand exposure, high-visibility front-of-depot placement, a full depot takeover, checkout screen promotions, and comprehensive retail point-of-sale (POS) kits. Digital support extends across WhatsApp marketing and email campaigns to reinforce awareness.

In-store activity will feature tailored retailer communications, consumer leaflets, full retail store POS kits, and support from retail development advisors to drive sales and encourage wider stocking across the Go Local symbol group.

Brands looking to expand their presence in independent retail can contact their Parfetts trading representative to explore opportunities within the Big Ticket promotion.

Jamie Ferguson, head of marketing at Parfetts, said: “The Big Ticket promotion was designed for big retail events like this, and our collaboration with PepsiCo ensures a compelling 360 campaign from wholesale through to retail that delivers value to our customers. At Parfetts, we use data, insights, and expertise to maximise the impact of each Big Ticket promotion, driving engagement and sales.”

Ed Merrett Jamie Ferguson new products Parfetts PepsiCo

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