Seabrook Crisps is set to turn up the heat in the crisp market with the addition of a new super-hot “Fire Eaters” range.
Available in three flavours with varying degrees of heat – the new range comes in Searin’ Hot – Chilli and Lemon flavour, Smokin’ Hot – Smokehouse Cayenne, and Scorchin’ Hot – Trinidad Scorpion Chilli.
The “Scorchin’ Hot” contains Trinidad Scorpion Chilli, the second hottest chilli variety in the world and features a five-chilli rating and carries an extreme heat warning on the pack.
The chillies used in the new range are so strong, staff at Seabrook’s Bradford factory have to wear specially protective clothing when it is in production, including masks, gloves, and safety glasses.
The brand will support the launch of Fire Eaters with digital advertising, social media and a consumer PR campaign, including an influencer outreach programme to maximise brand awareness.
Consumers will be invited to take the Seabrook Fire Eaters challenge by documenting their attempts to tackle the new range, from the mildest to the hottest flavour, and sharing their reactions on social media.
Jon Wood, Commercial Director at Seabrook, said:“We’ve always been known as a bold brand which pushes boundaries and the new Fire Eaters range is a prime example of this.
“There are so-called spicy flavours in the market currently, but nothing as fiery as these. Consumers tell us that crisps & snacks that claim to be hot are always a let-down, as they are never hot enough. The Fire-eaters range will fix this once and for all. We think heat seeking consumers will love the range, and the notion of taking on the Fire Eaters challenge adds an element of competition and fun to the whole thing.
“There is a real trend towards people eating spicier foods and condiments, and chilli eating festivals are cropping up all over the country. People are getting much more adventurous with their tastes and want products that really deliver, and our new Fire-eaters range certainly delivers.”
The Fire Eaters range is available in 150g bags and will be hitting the shelves in Tesco from mid-October. The new range will retail at £1.59.