As anticipation builds for the start of a brand-new Formula 1 season, Doritos is dialling up the heat. The Official Savoury Snack of Formula 1® has unveiled Doritos Golden Sriracha, a bold, sweet-and-spicy limited-edition flavour launching in the UK just in time for lights out.
The new release forms part of Doritos’ high-octane “Taste the Thrill” campaign, celebrating the shared sensory rush between the crunch of a Doritos chip and the roar of Formula 1. From the sound and speed to the anticipation of every race moment, the campaign fuses food culture with the world’s most electrifying motorsport.
Kimi Antonelli Gets the First Taste
As part of Doritos’ official partnership with the Mercedes-AMG PETRONAS F1 Team, rising Formula 1 star Kimi Antonelli was among the first to sample the new Golden Sriracha flavour.
Blending sweet heat with Doritos’ signature golden crunch, the flavour packs a punch that mirrors the intensity of Formula 1® itself. After proving a major hit stateside — becoming the number one salty flavour launch in the US — the gold trophy-inspired packs will finally land in the UK from 19 January 2026.
‘Race to Win’ On-Pack Competition
Alongside the flavour launch, Doritos is rolling out its ‘Race to Win’ on-pack competition, encouraging fans to make bold choices for even bolder rewards.
Shoppers can choose between two race options:
-
Race One puts fans in the driving seat for instant-win merchandise prizes every hour
-
Race Two, the riskier option, enters participants into a grand prize draw
Nine winners will each receive a pair of Grandstand tickets to the FORMULA 1 PIRELLI BRITISH GRAND PRIX 2026 plus £200 spending money, while one ultimate winner will take home British Grand Prix tickets and £10,000 (or € equivalent).
Doritos on the Thrill of Formula 1
Alex Nicholas, Senior Marketing Manager at Doritos, said:
“Golden Sriracha is the kind of flavour that makes you reach straight back into the bag — it’s sweet, it’s spicy, a full-on taste experience. It’s the perfect snack for any F1 race. With epic Formula 1 prizes up for grabs, it’s never been easier to taste the thrill.”
The Race to Win promotion will run nationwide from 26 January to 5 April 2026, across Doritos favourites including Chilli Heatwave, Cool Original, Tangy Cheese, Zingy Vinegar Blast and Sweet BBQ Tang, alongside the new Golden Sriracha 180g limited-edition packs.
High-Energy Campaign Led by F1 Icon ‘Crofty’
The wider Taste the Thrill campaign will be amplified through a high-energy TV and digital rollout throughout February and March. Voiced by legendary Formula 1 commentator David Croft, also known as Crofty, the campaign brings the visceral excitement of the sport straight to screens across the UK.
Golden Sriracha arrives as proof that when flavour meets Formula 1®, the result is nothing short of full throttle.
