Doritos Taps Ramsay to Drive Doritos Loaded Growth

Doritos has named Gordon Ramsay as global partner for Doritos Loaded, its fast-growing meal concept built around the brand's iconic tortilla chips as a versatile base for proteins, sauces, and bold flavors.

The partnership centers on eight exclusive recipes created by Ramsay himself, which will roll out to restaurant and hospitality operators in key global markets starting this summer. Several recipes will appear in Ramsay's own restaurants.

Eight Signatures, Two F1 Exclusives

Among the recipes is Doritos Loaded Hellfire Chicken Nachos, created using Ramsay's signature Hellfire sauce. Two bespoke recipes will be exclusive to Formula 1® fan zone food trucks during the race season.

Doritos Loaded consumer activations will debut at major sporting moments this summer, including key Formula 1® races, as part of a broader seasonal rollout.

Market Expansion Underway

The meal concept is becoming more widely available through food trucks, delivery apps, and restaurant partners. In select areas in Spain and England, customers can already order Doritos Loaded via delivery apps and restaurant operators. Expansion to the Netherlands, France, Germany, and additional cities is planned for coming months.

"Doritos has always stood for bold flavor and creative expression, and Doritos Loaded takes that to a new culinary level," said Pol Codina, General Manager and Senior Vice President at PepsiCo Food Ventures. "Working with Chef Ramsay shows how Doritos chips can form the foundation of a genuinely exciting meal with the ingredients you love. 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."

Why It Matters

For restaurant operators, the Ramsay partnership signals PepsiCo's serious push to establish Doritos Loaded as a credible meal platform beyond snacking. The celebrity endorsement and recipe templates reduce execution risk for foodservice partners looking to add the concept to menus, while the F1 activation demonstrates how ingredient-led brands are competing for premium dining occasions.

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Written by FBM Publications Editors