Doritos has launched 'Doritos Loaded Month' across London, Manchester and Glasgow, tapping into the growing Gen Z trend of swapping main meals for 'picky teas'. The campaign invites fans to bring their own bag of Doritos to over 200 participating vendors, where it will be transformed into a loaded meal for £5.
Research commissioned by the brand found that more than half of Gen Z adults prefer 'picky teas' — snack plates featuring items like crisps, sausage rolls, cheeses and dips — over traditional main courses. The survey of 2,000 adults revealed that two-thirds find this alternative quick and convenient, while 22% appreciate it for sharing with friends. Cost was also a factor, with 26% citing affordability; Gen Z spends an average of £2,400 a year eating out, nearly double the £1,482 spent by Boomers and £1,539 by Gen X.
The study identified the perfect adult 'picky tea' as consisting of five different foods, with 44% mixing sweet, salty and spicy items. Crisps topped the list at 55%, followed by sausage rolls (48%), cheeses (48%) and dips (37%).
Elise McDonald, a spokesperson for Doritos, said: 'We're seeing a real shift in how people approach food, with more looking for flexible, informal meal occasions that still feel bold, satisfying and social. People want exciting flavour mash-ups, customisable toppings and food experiences that feel a little unexpected — and that's exactly what Doritos Loaded Month delivers.'
The promotion runs from 23rd May to 28th June, building on the 'Bring Your Own' trend popular on social media. McDonald added: 'Doritos Loaded Month taps directly into the growing popularity of customisable food experiences that have taken off across social media.'
