Gordon Ramsay becomes Doritos Loaded global partner

Doritos has appointed Gordon Ramsay as the new global partner for its Doritos Loaded initiative.

Doritos Loaded is built around transforming Doritos’ flavoured tortilla chips into a meal that can be enjoyed in a restaurant or delivered to diners.

As part of the collaboration, Ramsay will create eight signature Doritos Loaded recipes. Doritos are an amplifier by design, with the substance and crunch able to hold and elevate ingredients.

The recipes will be rolled out to restaurant and hospitality operators in key global markets and several will appear in Ramsay’s own restaurants.

The partnership will also extend into Doritos’ relationship with Formula 1, including two bespoke Doritos Loaded recipes exclusively made for Formula 1 fan zone food trucks. The first of these is Doritos Loaded Hellfire Chicken Nachos, created by Ramsay using his signature Hellfire sauce.

Pol Codina, general manager and senior vice-president at Doritos’ producer, PepsiCo Food Ventures, said: “Doritos has always stood for bold flavour and creative expression, and Doritos Loaded takes that to a new culinary level. 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."

The brand is running its Doritos Loaded Month until 28 June. Independent quick-serve restaurant operators and casual dining outlets can participate in the initiative and appear on the brand’s official Doritos Loaded Month map, which could drive footfall from Doritos fans.