Pepsico set to reignite the heat this January with limited-edition Extra Flamin’ Hot Walkers

Following the successful launch of PepsiCo’s Extra Flamin’ Hot range last year, the brand is set to build upon the momentum and bring the heat to Britain’s most loved crisps[1] this January. Launching a limited-edition variant on the iconic Walkers crisp, Walkers Extra Flamin’ Hot will join the existing Walkers MAX, Doritos and Wotsits Crunchy line up. Available for eight weeks only, the launch is set to turn up the heat in the Savoury Snacks category in time for the new year.

The latest non-HFSS innovation is set to drive additional snacking sales for retailers by introducing more shoppers to Extra Flamin’ Hot. The new launch will also engage existing buyers with a new variant featuring the iconic Walkers brand. The move comes as spicy flavours grew faster than the savoury snacking category average last year[2]. In fact, the hot and spicy flavour segment has grown +8.7% YoY[3], presenting a significant trend for retailers to leverage through their Crisps, Snacks and Nuts offering. PepsiCo’s existing Extra Flamin’ Hot range is a key player in driving this growth, having generated £22.1m RSV since launch[4].

Rob Pothier, Senior Marketing Manager at PepsiCo, comments: “The launch of our Extra Flamin’ Hot brand platform earlier this year brought some much-needed heat to crisp aisles across the UK, but we’re not done yet. We know that shoppers consistently seek bold, new innovations of their favourite snacks. So, there was no better time to pair Britain’s most loved crisps[5] with our incredibly popular Extra Flamin’ Hot flavour portfolio, which has sold over 13.9m packs since launch[6].

“As the first spicy Walkers Core offering, expanding our Extra Flamin’ Hot range with a limited-edition Walkers SKU will generate excitement and drive trial of the range, helping retailers to boost their savoury snacking sales in-store. Additionally, the variant will roll out in sharing bags, price-marked packs and grab bags, ensuring the Extra Flamin’ Hot range can help retailers to appeal to all shopper snacking occasions.”

Walkers Extra Flamin’ Hot will begin hitting shelves across all channels from the first week of January. Available for eight weeks only, in a 150g sharing pack (RRP £1.65), 70g PMP (RRP £1.25) and 45g grab bag (RRP £1.10), the launch will be supported by a multi-million ATL campaign, spanning TV, social media, digital, OOH and PR.