Doritos Dinamita, the bold subline of rolled tortilla chips, is set to electrify snack aisles with its new Spicy Cool Ranch flavor, unveiled at the NACS trade show and slated for an early 2026 release. This exciting launch builds on Dinamita’s decade-long legacy and follows its high-octane Super Bowl LVIII campaign, which introduced fan-favorite flavor icons Dina and Mita alongside stars Jenna Ortega and Danny Ramirez, cementing Dinamita’s place as a leader in intense, culturally connected snacking.
Since its inception in 2012, the Doritos Dinamita subline has carved out a distinct niche in the snack world, transforming the iconic triangle chip into a crunchy, stick shape packed with intense flavors. After undergoing two significant rebrandings, the brand has consistently aimed to “disrupt” the snack aisle, as noted in a January 2024 press release. This commitment to innovation continues with the highly anticipated introduction of a brand-new flavor that promises to redefine spicy snacking.
The Latest Sensation: Doritos Dinamita Spicy Cool Ranch
Fans and industry insiders alike are buzzing about the newest addition to the Dinamita lineup: Spicy Cool Ranch. This flavor, inspired by the classic Doritos variety, was first spotted at the National Association of Convenience Stores (NACS) trade show in Chicago. According to reports from Parade, this exciting new offering is expected to hit shelves in “early 2026,” likely within the first quarter of the year.
The anticipation for Spicy Cool Ranch is palpable, especially after trusted food blogger Snackolator provided an early taste. The influencer described the chips as “fire” and even proclaimed, “I like them even better than Flamin Hot Cool Ranch.” This glowing review suggests a flavor profile that stands out even among Dinamita’s already bold options. The new flavor is rated “medium” on the brand’s spice scale, indicating a pleasant kick rather than an overwhelming heat, likely combining the familiar Cool Ranch taste with the zest of jalapeños, based on packaging clues.
The early buzz from the fan community has been overwhelmingly positive. Social media users have expressed their excitement with comments like “Can’t wait to try these!! 🔥🔥” and “🔥🔥🔥an absolute need,” as seen on posts by Snackolator. This enthusiasm highlights the strong connection Dinamita has built with its audience, who are constantly on the lookout for new, intense flavor experiences.
Igniting the Senses: The Super Bowl LVIII Dinamita Campaign
The introduction of Spicy Cool Ranch comes on the heels of Doritos Dinamita’s groundbreaking Super Bowl LVIII commercial. This campaign marked the first-ever Doritos in-game ad for the Dinamita subline, introducing a dynamic duo of flavor icons: Dina and Mita. These unlikely heroes, embodying the fiery spirit of the chips, starred alongside celebrated actors Jenna Ortega and Danny Ramirez in a high-energy chase for the last bag of Dinamita.
Jenna Ortega shared her excitement about the campaign, stating, “I know everyone is going to love Dina and Mita just as much as I do. Their fire and spice were delivered so authentically in the commercial, thanks to the talented, diverse cast and crew.” She emphasized the importance of collaborating with the team to bring Dinamita’s explosive flavors to life and to connect with Latin and Hispanic cultures, a core aspect of the brand’s appeal.
Danny Ramirez, who played the antagonist in the commercial, added, “I wasn’t expecting Dina and Mita to be so committed to getting their hands on Doritos Dinamita. The flavor they brought to the chase was amazing.” His comments underscore the memorable and impactful nature of the new characters.
Beyond the Game: A Multi-faceted Marketing Blitz
The Super Bowl LVIII campaign was far more than just a 30-second spot. It was a comprehensive marketing initiative designed to reach “intense flavor seekers” year-round, as stated by Brett O’Brien, CMO at PepsiCo Foods North America. The campaign included a series of high-profile activations:
- Teaser Campaign: Weeks of cryptic images and videos fueled fan speculation about the commercial’s stars and storyline.
- Las Vegas Takeover: Doritos became the first sponsor to wrap a Las Vegas building, with a giant chip dominating the South Strip. A “triangle tracker” contest offered fans the chance to win Super Bowl LVIII tickets.
- Free Snack Giveaways: An oversized Doritos Dinamita slot machine on Fremont Street and at Allegiant Stadium distributed free snacks and explosive merchandise to fans.
- Post-Game Engagement: Dina and Mita extended their debut beyond the commercial, appearing around Las Vegas and later taking over TikTok, crashing videos from some of the platform’s biggest creators, fostering ongoing influencer collaborations and digital campaigns.
A Decade of Dynamic Flavor: The Dinamita Journey
The Dinamita subline has continuously evolved, offering a spectrum of flavors designed to ignite adventure and inspire action. The brand’s philosophy is rooted in redefining culture and supporting those who are boldly themselves. This ethos is reflected not only in its marketing but also in its diverse flavor offerings.
The current roster of Doritos Dinamita flavors available nationwide includes:
- Chile Limón (the original)
- Flamin’ Hot Queso
- Hot Honey Mustard
- Smoky Chile Queso
- Tangy Fiery Lime
The upcoming Spicy Cool Ranch flavor will join these vibrant selections, further expanding the brand’s appeal to snack enthusiasts seeking bold and innovative tastes. With ongoing TV and digital campaigns, in-person sampling events, and a college ambassador program, Doritos Dinamita ensures consumers can expect more from the brand, continually delivering an “explosion of flavor.”
