PepsiCo is heating up crisp aisles with the launch of its new Extra Flamin’ Hot platform. The new three-strong range will add a deliciously intense twist to the nation’s much loved favourites Doritos, Walkers MAX and Wotsits Crunchy, answering the consumer demand for more varied spicy snacks.
UK consumers are hungry for spice, with 51% saying they love spicy food[1] and the UK’s desire for spice ranking as the second highest in Europe.[2] Utilising familiar household brands and a proven global platform to entice shoppers both in and out of store, the launch of Extra Flamin’ Hot will help retailers maximise sales in this growing segment while also boosting footfall too.
The Flamin’ Hot platform is already a global sensation; it is Mexico’s second biggest PepsiCo brand, just behind Doritos[3]. Leveraging success from across the world, the new Extra Flamin’ Hot range will deliver an elevated flavour experience on existing brands, adding spice to the crunch of Doritos, Walkers MAX and Wotsits Crunchy. The UK launch will also form part of a new consistent Flamin’ Hot global brand identity and voice, sitting alongside launches across Europe.
Rob Pothier, Doritos Senior Marketing Manager comments, “Shoppers are looking for elevated snacking experiences and intense flavours, so we’re turning up the heat with this launch. We can’t wait to bring Extra Flamin’ Hot to the UK, and given the response we’ve already seen worldwide, we’re certain shoppers will be just as excited. We know spicy snackers shop flavour ahead of brand[4], so we are encouraging retailers to merchandise the range together to form a striking purple block in-aisle to disrupt shoppers and drive sales. We’re sure that this new flavour experience will keep shoppers coming back for more.”
Extra Flamin’ Hot Doritos, Walkers MAX and Wotsits Crunchy will begin to roll out from 11th March, before rolling out more widely across the grocery channel from 18th March. Doritos Extra Flamin’ Hot will be available in 163g sharing bags, with Walkers MAX and Wotsits Crunchy Extra Flamin’ Hot rolling out in 130g sharing bags, all with an RRP of £2.50. The new Doritos and Walkers MAX Extra Flamin’ Hot varieties are both non-HFSS, and the existing Flamin’ Hot range across brands such as Wotsits Giants and Cheetos will continue to be available for shoppers, rebranded as Sweet & Spicy Flamin’ Hot.
The launch will be supported by a two-month multimillion marketing campaign from early April across TV, Social, Digital and consumer PR, with a second wave to follow later in the year.
[1] Source: Quantitative Usage and Attitude Study, Ipsos, 2022
[2] Source: Quantitative Usage and Attitude Study, Ipsos, 2022
[3] Source: Financial FY FCST AOP 2024.
[4] Kantar ShopperGenetics 52 Weeks Ending 12/06/2019
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