Doritos Dinamita To Debut New Flavors at the Super Bowl

Cheez-It also debuted new flavors this month.

January 11, 2024

After 23 years of Super Bowl appearances, Doritos announced that it is handing over its platform to spotlight the brand's latest innovation. Doritos Dinamita will launch in the new year with new “spice-packed flavors” and an unexpected new shape—and an in-game commercial for Super Bowl LVIII.

Doritos Dinamita's relaunch ahead of the big game follows Doritos' inclusion in the launch of "Taste of Super Bowl," Frito-Lay's 2024 NFL Playoff campaign. The new television commercial features three football legends as they rediscover the taste of victory—but this time with a chip-inspired twist that transports them right back to the feeling of celebrating on football's biggest stage.

"This relaunch of Doritos Dinamita proves that spicy is about more than just heat, and both Dinamita varieties give snackers looking for that extra crunch a new favorite Doritos form," said Tina Mahal, senior vice president of marketing at PepsiCo Foods North America.

Doritos Dinamita introduces new flavors and a new sticks shape:

Doritos Dinamita Chile Limón is the original Dinamita, rolled for extra crunch and a “tangy, citrusy heat.”
Doritos Dinamita Flamin' Hot Queso is rolled in the original form and packed with “cheesy flavor, spicy heat” and an extra crunch.
Doritos Dinamita Smoky Chile Queso offers a “robust queso flavor” and a brand-new shape, Dinamita sticks.
Doritos Dinamita Tangy Fiery Lime with sour spice, zesty lime and in the new sticks form.
Doritos Dinamita Hot Honey Mustard combines “bold, tangy mustard flavors and a hot honey kick” in the new sticks form.

New Cheez-It Extra Crunchy was released this month in two varieties: Cheez-It Extra Crunchy Bold Cheddar and Cheez-It Snap'd Extra Crunchy Sharp White Cheddar. Cheez-It warns “Its’ about to get loud, literally. Enter Cheez-It Extra Crunchy, the brand's crunchiest crackers, for a uniquely multisensorial and deliciously cheesy crunch that will leave flavor chasers' tastebuds tingling.”

Salty snacks were the No. 5 merchandise sales contributor in 2022, according to NACS State of the Industry data. Salty snacks sales outpaced inflation in 2022 with a 14.3% change in year-over-year sales, as reported by NACS Magazine.