Doritos STAX offers one of our most popular snacks in a new sustainable canister. This launch exemplifies PepsiCo's goal of making 100% of our packaging recyclable, compostable, biodegradable, or reusable by 2025. The new design was created with our consumer's needs at the forefront, offering a more ergonomic and durable package for four new Doritos flavors with an edge.
THE IDEA
Good for you and the planet.
The STAX canister was created to achieve two goals. First, its durable and reclosable design makes snacking easier. Second, it’s better for the planet. The STAX canister can be widely recycled in the paper waste stream, making it a sustainable packaging solution for happier snacking.
THE DESIGN
In search of the perfect 3D-printed chip.
Doritos are triangular in shape with unique air pockets, but no two chips are exactly the same due to the frying process. This posed a challenge for efficient stacking, so we partnered with PepsiCo’s R&D Team to create the perfect Doritos shape. We prototyped dozens of chips with a 3D printer, eventually finding the perfect one and crafting a recipe and highly defined manufacturing process that allows us to create, stack and pack this iconic triangular chip into its unique triangular canister.
The new triangular canister represents Doritos’ iconic identity and is a significant technical achievement. A prism made of responsibly sourced paperboard, the STAX container fits perfectly in your hand and ensures chips don’t get crushed when you’re on-the-go. In every way, the new canister is compact, efficient and convenient.
THE OUTCOME
A delightful,
frictionless
experience.
Marrying the creativity of designers from Structural Packaging, Food Design and Brand Design—combined with critical development and execution efforts by R&D, Commercialization, Supply Chain, Marketing, our Insights and Sales teams—the STAX canister is one of Doritos biggest-ever new product developments. Defined as one of 2020’s most valuable innovations, Kantar ranked Doritos STAX as one of the Top 10
launches of 2020 in the fast-moving consumer goods category and #1 in that group for category incremental sales.
Awards + Press
