PepsiCo snack brand Doritos has announced the nationwide rollout of Doritos F1 Head2Head, a limited-time product activation inspired by its global partnership with Formula 1.
Entering US retail stockists on 10 August 2026, the promotional push introduces a dual-SKU flavour competition featuring the return of Doritos Late Night Loaded Taco alongside the debut of an all-new variant, Doritos Chimichurri Lime.
The product introduction aligns with PepsiCo's global "Taste the Thrill" marketing umbrella, leveraging sports sponsorship equity and interactive consumer voting to drive category velocity across mass grocery and convenience channels.
Dual Flavour Formulation
The F1 Head2Head campaign positions two distinct savoury profiles against each other, encouraging consumer sampling and social media interaction to determine a winning option.
The promotional lineup features two distinct flavour profiles packaged in racing-themed limited-edition bags:
🌮 Doritos Late Night Loaded Taco: A returning savoury tortilla chip SKU delivering a bold, multi-layered taco seasoning profile.
🌱 Doritos Chimichurri Lime: An all-new flavour formulation combining South American herbal chimichurri spices with a bright, citrusy lime finish.
Kavita Patel, Senior Director of Brand Marketing and Activation at PepsiCo Foods North America, stated that the execution taps into Formula 1 fan engagement by translating sports rivalries into an interactive retail snacking competition.
Global Sports Licensing
The limited-time offering (LTO) represents an operational touchpoint under PepsiCo’s broader multi-year sponsorship agreement with Formula 1.
By utilising racing-inspired graphics on primary display packaging, the brand aims to stand out in high-traffic retail aisles and capture impulse purchases during peak late-summer trading.
The commercial rollout encompasses two standard retail bag sizes designed to capture both planned household grocery purchases and immediate-consumption impulse channels:
Multi-Serve Format: Packaged in 9 oz bags offered at a suggested retail price (MSRP) of US$5.49.
Single-Serve Format: Offered in 2.6 oz immediate-consumption bags at an MSRP of US$2.79.
The Doritos F1 Head2Head line has commenced commercial distribution across nationwide mass, grocery, and convenience stockists, available for a short-run promotional window while supplies last.
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