The new high protein tortilla style crisps will launch onto the US market, following increased interest in this commodity.
PepsiCo data shows that a vast majority of Americans (86%) are actively adding more protein to their diets.1
Doritos Protein contains dairy-based protein (casein) and will come in two popular existing flavours in the crisp brand’s portfolio - Nacho Cheese and Sweet & Tangy BBQ and are free of artificial colours/flavours.
Whilst being reformulated to contain more protein, PepsiCo has promised the crisps will maintain Doritos ‘bold, cheese-forward’ flavour profile.
“This innovation underscores PepsiCo Foods’ commitment to evolving its portfolio to meet shifting consumer preferences toward foods with functional ingredients,” commented Hernán Tantardini, chief marketing officer for PepsiCo Foods U.S.
“Seventy percent of consumers want their salty snacks to have protein and now we are making it more accessible and seamlessly integrated into everyday snacking occasions without compromising the distinctive Doritos experience.”
The CMO at PepsiCo Foods US has said the launch of Doritos Protein marks the business’s strategic expansion into the protein snack category, with the business describing protein as a ‘longstanding part of how consumers think about food’.
So could similar products be heading for the UK crisps market? Whilst there are a handful of protein crisps already available on the domestic market, the domain appears to be currently dominated by challenger, health-focused brands like The Curators, IronMaxx Protein Crisps, EatProtein, and Myprotein.
“This is really interesting and feels like a natural progression given global trends in protein and functional snacking,” Matthew Balkin, Huel’s former nutrition lead and independent nutrition consultant told Food Manufacture.
“Doritos’ US launch shows how major brands are responding to consumer demand by adding more protein to familiar products, rather than leaving the space solely to smaller, specialist companies. In the UK, HFSS rules and rising consumer awareness are shaping innovation pipelines, and if the US launch proves successful, it seems natural that UK brands would follow suit.”
Caroline Young, shopper insights manager at IGD added: “Our ShopperVista data reveals that 28% of British shoppers are already increasing their protein intake and another 16% are planning to do so this year, so demand for protein products is clearly rising.
“Combined with the rise in GLP‑1s and the associated focus on protein, we are already seeing a surge in protein being added to products across multiple categories and it certainly wouldn’t be a surprise to see it happen in crisps too.”
On the prospect of a UK roll-out, PepsiCo Foods U.S. told Food Manufacture: “We’re always listening to consumers and responding to their needs. We’re currently focused on the U.S. based on consumer feedback.”
The Doritos Protein line will roll out initially into select retailers across the U.S. in March. The new crisps will come in two sizes 7oz. for SRP $4.89 and 12.75oz for SRP $7.39. A serve bag will be introduced later this year, boasting 17g of protein per single serve bag.
Reference
- Based on an online survey of 1,000 nationally representative Americans, conducted by RepData on behalf of PepsiCo Foods US. Margin of error is +/-3%. Fielded from January 5 – 21, 2026.
