PepsiCo targets functional snacking with Doritos Protein launch

High-protein Doritos are hitting US shelves as part of a strategic expansion for the classic tortilla-style chips into the rapidly growing healthier snack category. This month’s Doritos Protein launch comes amid a broader trend of consumers reducing spending on traditional snacks, shifting instead to better-for-you options.

Doritos Protein comes in two flavors: Sweet & Tangy BBQ and Nacho Cheese. Each one-ounce serving delivers 10 grams of protein and has no artificial colors or flavors.

PepsiCo is evolving its portfolio to compete more aggressively in the growing protein snacks market, at a time when mainstream brands are entering the functional nutrition space. It has already launched Pepsi Prebiotic Cola and Gatorade Lower Sugar, and now wants to target enhanced-protein NPD. 

Functional snacking NPD

The functional snack category is no longer confined to protein bars or better-for-you brands — it’s becoming a core growth strategy for legacy snack brands.

PepsiCo, like other major F&B players, sees opportunities for NPD with functional ingredients, focusing on protein.

Late last year, Kellanova introduced Pop-Tarts Protein with 10 grams of protein per serving, while Nestlé launched Max Pro frozen pizzas in January 2025 with 33 grams of protein per serving. The protein-enriched pizzas are sold under the Vital Pursuit brand, initially introduced in 2024 as a new line of foods intended to be a companion for GLP-1 weight loss medication users and consumers focused on weight management in the US.

Starbucks has also rolled out Protein Cold Foam and protein-boosted milk lattes (15–36 g of protein) across the US and Canada. 

PepsiCo says Doritos Protein is “built for snacking occasions and designed for consumers who want added protein in a familiar format.”

“We’re elevating the bold flavor and signature snacking experience consumers expect by using novel flavor and seasoning methods. Now, each one-ounce serving delivers 10 grams of protein, and a single-serve bag with 17 grams of protein is coming later this year,” says Hernán Tantardini, chief marketing officer at PepsiCo Foods US.

“This innovation underscores PepsiCo Foods’ commitment to evolving its portfolio to meet shifting consumer preferences toward foods with functional ingredients. Seventy percent of consumers want their salty snacks to have protein — and now we are making it more accessible and seamlessly integrated into everyday snacking occasions without compromising the distinctive Doritos experience.”

Nutrition-focused snacks

Doritos has traditionally been positioned as an indulgent snack rather than a nutrition-focused product. The launch of Doritos Protein signals a broader convergence of indulgence and functionality.

Protein has been strong in bars, shakes, and dairy, but salty snacks remain underdeveloped. 

PepsiCo is taking advantage of opportunities for protein-enhanced NPD by evolving a heritage snack brand without diluting it.

The introduction of Doritos Protein closely follows the snacking and soft drinks giant cutting prices by 15% for certain brands, including Doritos, Lay’s, and Cheetos, in response to growing consumer complaints about high prices, who have been turning to cheaper private label alternatives.

The company has also announced it is closing Frito-Lay plants in Florida, California, and New York as part of cost-cutting restructuring. This followed third-quarter 2025 results, which showed a 2% decline in North American food volumes, as the company adjusted to weakened snack demand. 

High-protein meat sticks & jerky

Another way PepsiCo is moving toward better-for-you options is by partnering with meat sticks brand Jack Link’s, which is rolling out Doritos-branded meat sticks and jerky products in the US. This is another example of PepsiCo expanding its presence in the functional and protein-focused snacking category.

These moves in functional foods demonstrate how the company is looking beyond its traditional mix of beverages and chips to reach new consumer segments.