Parfetts teams with PepsiCo to bring the heat in convenience with fiery exclusive snack

As previously reported, PepsiCo is to produce a convenience exclusive spicy snack in the form of Doritos Dinamita, and stores across the UK have been celebrating the launch with activations.

This week, the supplier has partnered with Parfetts to introduce the range. The promotion will run for three weeks across depots, digital platforms and retail channels and will take place in depots in Aintree, Birmingham, Somercotes, Sheffield and Stockport, providing strong visibility for the launch.

Three stores will undergo a full brand transformation, featuring exclusive Doritos Dinamita branding both inside and outside. These stores include Go Local Extra Coventry Road in Birmingham, Go Local Belle Vue in Middlesbrough (above) and Go Local Extra in Moss Bay, Manchester.

Ed Merrett, wholesale controller, said: “As an exclusive launch for the convenience channel, it’s been vital for us to partner with our wholesale customers to ensure Doritos Dinamita is truly unmissable among retailers and shoppers. Collaborating with Parfetts has enabled us to plan exciting in-depot activity to drive awareness and store distribution, but also to activate across some of their Go Local stores with full Dinamita-inspired takeovers.

“At this early stage of launch, capturing shopper attention is key to success, and we’re proud to have partnered with the Go Local symbol group to do just that. From in-store POS and engagement, to full window wraps, we’re passionate about shining a light on the exclusivity of this product to the channel and driving shopper footfall as a result.”

In-store activity will feature tailored retailer communications, consumer leaflets, full retail store POS kits and support from retail development advisors to drive sales and encourage wider stocking across the Go Local symbol group.