Doritos debuts “Taste the Thrill” to bring Formula 1® fans closer to the action

Doritos is bringing Formula 1^® closer to fans with the launch of “Taste the Thrill,” a new global platform designed to give fans a taste of the sensory experience of F1 — turning the energy of a race weekend into immersive content, food experiences, and social-first storytelling for fans around the world.

As the Official Savory Snack Partner of Formula 1, Doritos’ “Taste the Thrill” is creating new ways for fans to experience the sport beyond the track — from creator-led content and campaign films to Doritos Loaded culinary activations at more than 15 races globally.

While Formula 1 is defined by speed and precision on the track, much of today’s fandom lives across social media, creator culture, highlights, and watch parties. “Taste the Thrill” is built for that reality, helping Doritos connect with Formula 1 fans wherever they are watching, sharing, and snacking.

How Doritos brings Formula 1 to fans everywhere

At its core, “Taste the Thrill” is built on a simple insight: Most fans will never attend a race in person.

“Formula 1 is one of the most exciting sports in the world, but most fans will never experience it live — and that’s exactly the opportunity for us,” said Kyle Gore, VP of marketing for Doritos. “With ‘Taste the Thrill,’ we’re translating the excitement of the sport into something fans can feel — not just watch.”

Instead of centering on cars or drivers, Doritos is taking a different lane: focusing on fans and recreating the anticipation, excitement, and sensory overload of Formula 1 through bold, immersive experiences across content, culture, and food. As part of this, Doritos is rolling out a series of global campaign films that bring the “Taste the Thrill” platform to life across Formula 1 markets including Australia, Mexico, the Netherlands, Spain, and the United Kingdom.

These films position the iconic triangular chip as a catalyst — transforming everyday settings, from the office to the couch, into the full sensory experience of being trackside. Whether it’s the sudden surge of energy, the rush of sound or the feeling of anticipation building, each moment is designed to mirror what fans would feel at the race itself.

To heighten that realism, every film features hyper-realistic sound design, blending the roar of engines with commentary from legendary Formula 1 broadcasters, including voices like David Croft in the U.K., with localized versions rolling out globally to bring authenticity and excitement to fans in every market.

The result is content that doesn’t just show Formula 1 — it feels like it, built perfectly for the way fans experience the sport today: on their phones, in real time, and shared across their feeds.

How Doritos Loaded brings Formula 1 to the table

While content brings the sound and spectacle of Formula 1 to fans, Doritos is also making sure they can taste it. As the only culinary brand within PepsiCo’s Formula 1 partnership, Doritos is using food as a powerful way to connect fans to the sport, transforming its iconic chips into shareable dishes for consumers both at home and out and about.

Doritos Loaded is the brand’s culinary platform within its Formula 1 partnership, turning Doritos chips into race-inspired food experiences for fans at major Formula 1 race weekends around the world. Earlier this month, Doritos® appointed renowned Chef Gordon Ramsay as the new global partner for Doritos Loaded. As part of the collaboration, Chef Ramsay will create eight signature Doritos Loaded recipes to showcase the meal’s versatility.

Appearing at more than 15 races globally, Doritos Loaded brings immersive food experiences to fans on the ground while also inspiring race-day moments at home — turning watching into something more participatory, shareable, and social.

Menus are designed to reflect local tastes and cultures, creating experiences that feel both globally connected and locally relevant — just like Formula 1 itself.

Where Doritos is showing up across the Formula 1 season

From the roar of the engines to the crunch of a Doritos chip, “Taste the Thrill” is designed to be an always-on experience — one that spans race weekends, social feeds, and everyday moments in between.

That momentum is already showing up across the Formula 1 calendar, with Doritos appearing at standout stops, including Melbourne, Barcelona, and Shanghai and with marquee race weekends like the Formula 1 Pirelli British Grand Prix at Silverstone still to come.

In Melbourne, Doritos debuted a Taste the Thrill tower where more than 11,000 fans got a glimpse of the city and took in the views at 92 stairs high.

From global campaign films to fan-led storytelling and race activations, every element is designed to help fans experience the action — even if they’re watching from their couch. And that includes one of the biggest fandom arenas of all: social media.

How Doritos is amplifying the excitement of Formula 1 through social media

Today’s fans don’t just watch Formula 1 — they live it in real time across social media. Building on that real-time energy, Doritos is also tapping into the Formula 1 conversation with reactive social content that helps the brand engage fans in the moment through their Mercedes AMG-PETRONAS F1 Team partnership.

Whether through a viral clip, a creator reaction, a campaign film or a plate of Doritos Loaded, fans now have more ways to feel part of the Formula 1 fan experience — no ticket required.

And as the season builds toward some of its biggest moments, the most exciting seat in the race may not be trackside after all. It may be wherever fans are watching, scrolling, and snacking along.