Doritos has appointed chef Gordon Ramsay as the global partner for Doritos Loaded, which aims to bring chef-led creativity to the brand.

The move is a business strategy to unite a globally influential culinary figure with Doritos loaded to create a range of easy-to-prepare meals which are accessible to everyone.

Doritos Loaded was designed to be eaten within restaurants as part of home-cooked meals, tapping into the demand for experience-driven dining.

General manager and SVP at PepsiCo Food Ventures, Pol Codina, said: “Doritos has always stood for bold flavour and creative expression, and Doritos Loaded takes that to a new culinary level.

“Working with Chef Ramsay shows how Doritos chips can form the foundation of a genuinely exciting meal with the ingredients you love.

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“Through this partnership, we want to inspire both consumers and restaurant partners to take what they see in the Doritos Loaded recipes created by Chef Ramsay and make it their own, pushing their creativity further in both professional kitchens and at home.”

As part of the collaboration, Ramsay is set to create eight Doritos-loaded recipes to highlight the meal’s versatility.

The new recipes will be launched at restaurants and hospitality operators in key global markets and will appear at some of Ramsay’s restaurants.

Additionally, the partnership will extend to Formula 1 with two recipes created exclusively for the event’s fan zone food trucks.

The brand’s first consumer activations will happen over major sporting events during the summer, including Formula 1 races as part of a broader rollout over the season.

This move aims to position the popular snack brand as a key ingredient in elevated dishes.