Tostitos has introduced a totally tubular tortilla chip and is now working with Walmart Canada to promote the it to consumers.
The PepsiCo brand has expanded its product line with the launch of Tostitos Rolls, corn tortilla chips rolled into tubes that can be eaten alone or dipped. The product originally launched in the U.S. in December.
Susan Irving, senior director of core brands for PepsiCo Foods Canada, says that the unflavoured product is unique to the Canadian market. It gives consumers "a unique crunchy and fun snack to provide something new and different for their happy and social moments,” she said.
According to PepsiCo, the tube shape creates a heartier chip that is perfect for thicker dips such as Tostitos Salsa Con Queso–which is being featured both on-pack and in promotions–as well as Tostitos spinach dip.
Irving said that in product testing, consumers loved Tostitos Rolls’ “unique crunch and eating experience” and expressed enthusiasm about having a new way to dip, especially when using thicker dips that can sometimes cause regular chips to snap.
Tostitos is working with Walmart on a shopper marketing promotion designed to highlight the versatility of the Tostitos Rolls product. The promotion includes multiple consumer touchpoints, incuding online, sampling and in-store.
The promotion is intended to reach online moms during the pre-shop phase. Millennial moms spend an average of eight hours a day online.
“As users become constantly connected, digital is a great way to get brainstorming and thinking about versatile ways of entertaining that suit their lifestyle,” said Irving.
The promotion invites consumers to build shopping and recipe lists at Walmart.ca and on the Walmart app. The dates and locations of in-store sampling featuring Tostitos Rolls, Tostitos Scoops and Tostitos Salsa Con Queso dip will also be promoted through both digital touchpoints. The properties will also promote a new “Taco Night in One Bite” recipe.
Irving said research indicates that 81% of shoppers use their smartphone’s search function while shopping. In-store sampling programs drive to Tostitos.ca and the brand’s social media channels, enabling consumers to connect with the brand in-store and extend the relationship post-shop–driving cross-merchandising, co-purchase, further recipe integration and motivation for the next shop.
Tostitos is also supporting the program with TV ads, a digital video on Facebook and pre-roll video on its YouTube channel.
The addition of Tostitos Rolls expands the Tostitos product line in Canada to 14, ranging in size from 220 to 420 grams with suggested retail prices ranging from $3.69 to $4.49. It also has nine salsas and dips ranging in size from 394 to 645ML, with prices ranging from $3.69 to $4.49.