• by Erik Oster , January 10, 2024

Frito-Lay North America is relaunching Doritos Dinamita with a series of new flavors – and one new shape – in its Doritos Dinamita line ahead of the brand’s upcoming Super Bowl ad.

This year will mark the first time that Doritos will give the Big Game spotlight to Doritos Dinamita -- the rolled tortilla chip line it first introduced back in 2012 -- with this year’s ad marking the 23rd Super Bowl appearance for Doritos.

"Doritos has a long history of delivering fan-favorite Super Bowl commercials, but new pack-a-punch flavors, unique shapes and some spicy stars will make Dinamita's Super Bowl commercial a campaign that will get snackers across the country buzzing like never before," Tina Mahal, Senior Vice President of Marketing at PepsiCo Foods North America, said in a statement.

Expanding beyond the original Chile Limón flavor, Doritos Dinamitas will add Flamin’ Hot Queso, Smoky Chile Queso, Tangy Fiery Limon, and Hot Honey Mustard flavors to its roster. Additionally, the brand is introducing a new Doritos Dinamita Sticks shape variety offering an alternative to the crunchy rolled tortilla shape of the original.

In addition to the Super Bowl appearance next month, the brand is promoting the relaunch with a multimedia campaign, including a newly launched brand TikTok page and national sampling activations in-store and at colleges. The campaign follows the flagship (non-Dinamita) Doritos brand making an appearance in Frito-Lay’s cross-brand “Taste of Super Bowl” campaign.