Peperami and Doritos join forces for BBQ Sweet Tang

Peperami has announced a high-profile partnership with Doritos to launch a limited-edition Peperami x Doritos BBQ Sweet Tang range.

Rolling out in March 2026, the collaboration unites two of the UK’s most culturally resonant snacking giants to inject “bold energy” into a meat snacks category that has doubled in value to over £335m in the last five years.

The move is a strategic play to capture the “generation protein” demographic—young adults who increasingly demand functional, high-protein snacks that do not compromise on intense flavour profiles. With Peperami already reaching one in five UK households and boasting annual sales of £145m, the partnership leverages Doritos’ fastest-growing UK flavour to drive further recruitment among shoppers seeking convenient, filling options for at-home and on-the-go occasions.

The “BBQ Sweet Tang” profile aims to deliver a familiar yet distinctive punch, integrating the zesty, smoky notes of Doritos into Peperami’s iconic stick format. Currently, Peperami sticks account for 37% of total category sales, making them the ideal “hero” format for this cross-brand innovation.

This collaboration brings together two brands known for their unmistakable personality and bold taste, the brand noted, allowing it to strengthen Peperami’s relevance across a wider range of modern snacking moments, from pre-dinner grazing and TV nights to work breaks and outdoor travel.

The launch arrives as the demand for protein-rich options continues to hit record highs, with 20% of UK households now actively seeking out protein-dense snacks. Peperami has capitalised on this shift, growing by more than 7% in the past year alone. By aligning with Doritos — a brand with massive “cool factor” and a dominant share of the young adult market — Peperami is positioning itself to own the “savoury-meets-functional” space.

Retailers are expected to see significant incremental sales from the launch, as the limited-edition nature of the product encourages impulse purchases. The range will be available across three of Peperami’s core formats, ensuring visibility across multiple store zones, from the chilled meat aisle to front-of-store meal deal cabinets.

As the meat snacks category continues its upward trajectory, the Peperami x Doritos tie-up represents a shift toward more complex, lifestyle-led flavour innovations. For the trade, it signals a move away from traditional “salty” snacks toward products that offer a more satiating, high-protein experience backed by the marketing muscle of two global category leaders.