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Peperami & Doritos join forces to shake up UK snacking landscape
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Wednesday, 18 March, 2026, 16 : 00 PM [IST]
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London, UK
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In a move set to shake up the UK snacking landscape, Peperami, the nation’s leading meat snack brand, has announced a high-profile partnership with Doritos. Launching in March 2026, the collaboration introduces the limited-edition Peperami x Doritos BBQ Sweet Tang range, merging Peperami’s high-protein meat sticks with one of Doritos’ fastest-growing and most popular flavours.
The partnership arrives at a time of explosive growth for the meat snack category, which has doubled in value over the last five years to exceed £335 million. With one in five UK households actively seeking protein-rich snacks, Peperami is leveraging its 7% year-on-year growth to further dominate the market. By partnering with Doritos—a brand synonymous with bold cultural appeal—Peperami aims to capture the attention of young adults looking for flavourful, convenient, and filling options.
Versatile Formats for Every Occasion
The BBQ Sweet Tang range will be available in three distinct formats to cater to diverse consumer needs:
- The 5-Pack: Designed for home snacking and "pre-dinner grazing," targeting adult consumers.
- The Minis: A lunchbox staple that remains a favourite for families, ensuring the brand retains its loyal household base.
- Singles: Perfect for the "on-the-go" market, these are tailored for meal deals and quick energy boosts during work or travel.
To ensure maximum impact, the launch is backed by a massive £3.5 million marketing investment. The campaign will span connected TV, social media, and influencer collaborations, aiming to drive trial and repeat purchases across major grocery retailers and convenience stores.
Karina Caricco, head of Peperami marketing, highlighted that the collaboration creates "new usage occasions" and offers retailers a significant opportunity for incremental sales. By combining Doritos’ flavour credentials with Peperami’s protein expertise, this partnership is poised to keep the meat snack category dynamic, daring, and delicious.
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