Peperami has partnered with Doritos to launch a limited-edition BBQ Sweet Tang range as the brand looks to capitalise on growing demand for protein-based snacks.

The collaboration, launching in March 2026, brings Doritos’ fast-growing flavour profile to Peperami’s core sticks range, which currently accounts for 37 per cent of meat snack category sales.

The move comes as the UK meat snacks category continues to expand, having doubled in value over the past five years to more than £335m. Peperami said demand for protein snacks remains strong, with one in five UK households now seeking protein-rich options.

The brand itself has grown more than 7 per cent over the past year, generating annual sales of more than £145m and reaching one in five UK households.

Three formats launching across grocery and convenience

The limited-edition BBQ Sweet Tang flavour will roll out across three formats, giving retailers multiple merchandising opportunities across different snacking occasions.

The launch will be led by a five-pack of Peperami sticks (5 x 20g) with an RSP of £3, available across supermarkets and convenience retailers.

Also launching is Peperami BBQ Sweet Tang Minis (10 x 10g, £3 RSP), which the brand said remains a strong performer in lunchbox occasions and currently ranks as the third best-selling SKU in the category.

Completing the range is a 28g single stick with an RSP of £1.30, designed to target the growing food-to-go and meal deal market.

Targeting younger snackers

Peperami said the collaboration is designed to attract younger shoppers while expanding usage occasions for meat snacks across both at-home and on-the-go consumption.

Karina Caricco, head of Peperami marketing, said the partnership would help drive additional growth within the category.

“This iconic partnership brings together two bold, much-loved brands. By pairing Peperami’s protein-packed sticks with Doritos’ distinctive flavour credentials, we are opening up new usage occasions and giving retailers a major opportunity to drive incremental sales,” she said.

“We expect this collaboration to attract more young adults into the category and further accelerate Peperami’s momentum.”

Major marketing push planned

The launch will be supported by a £3.5m marketing campaign across social media, digital platforms, connected TV and influencer activity throughout 2026.

Peperami said the campaign will aim to drive awareness and trial across grocery multiples, convenience retailers, discounters and the cash-and-carry channel as the brand looks to maintain momentum within the growing meat snacks market.

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