_gif.gif)
PepsiCo Food Ventures has announced the appointment of chef and restaurateur Gordon Ramsay as the global partner for its Doritos Loaded food concept.
The collaboration is designed to scale the Doritos Loaded brand within the hospitality, event, and quick-service restaurant sectors by integrating chef-led menu development with PepsiCo's established snack portfolio.
The initiative utilises Doritos tortilla chips as the culinary foundation for hot, customisable meals. By partnering with Ramsay, PepsiCo Food Ventures aims to transition a packaged snack brand into a versatile ingredient solution for commercial kitchens, addressing the growing demand for branded food concepts across both physical dining and delivery channels.
Menu Development and Sporting Activations
Under the terms of the agreement, Ramsay will develop eight signature recipes designed to showcase the culinary versatility of the tortilla chip base. The formulated recipes are engineered to help restaurant operators and event caterers transform standard commercial ingredients into high-margin, high-volume meals.
The initial rollout of the partnership will target major sporting events and high-traffic hospitality venues through structured activations:
🔥 Doritos Loaded Hellfire Chicken Nachos – A signature recipe incorporating Ramsay's proprietary Hellfire sauce, developed specifically for event-based food truck operations.
🏎️ Formula One Fan Zone Recipes – Two bespoke formulations designed for mobile food trucks and concessionaires operating during the upcoming racing season.
In addition to event-based concessions, several of the newly developed recipes will be integrated directly into the menus of selected dining establishments within Ramsay's global restaurant group, serving as a proof of concept for wider commercial adoption.
International Distribution
PepsiCo Food Ventures is executing a multi-channel commercial strategy to support the expansion of Doritos Loaded, distributing the concept through mobile food trucks, third-party delivery applications, and traditional restaurant partnerships.
The concept is currently operating in selected regions across Spain and England, where menu items are available through local delivery operators and restaurant concessionaires. Over the coming months, PepsiCo plans to scale the physical footprint of Doritos Loaded into new European markets, with planned launches scheduled for the Netherlands, France, and Germany.
According to Pol Codina, General Manager and Senior Vice President at PepsiCo Food Ventures, the collaboration demonstrates how industrial snack products can serve as functional building blocks for the foodservice sector. He noted that the initiative is intended to provide commercial kitchen partners with a scalable, recognisable menu concept that drives consumer trial and increases average transaction values.
