Snacks giant rolls out trio of spicy crisps options
SNACKS giant PepsiCo is set to heat up the crisps aisle with three new launches to platform its new Extra Flamin’ Hot flavour.
The new three-strong range will add the intense flavours to the Doritos brand, Walkers Max and Walkers Wotsits Crunchy, answering the consumer demand for more varied spicy snacks.
In fact, this hunger for spice seems to be only growing with UK consumers with 51% stating they love spicy food resulting in the UK being the second highest country in Europe to demand the flavour, according to Ipsos data.
Already a global sensation, the Flamin’ Hot flavour platform has already proven itself in markets around the world and is Mexico’s second biggest PepsiCo brand behind Doritos.
The trio of new variants will be available to symbols and independent retailers from 18 March in plain sharing bags as well as smaller PMP formats to help retailers tap into the demand for more options during sharing occasions.
The plain sharing bags will have an RRP of £2.50 with the price-marked bags sitting at £1.25.
The launch will also be supported by a two-month multi-million pound marketing campaign which will kick off in early April across TV, socials, digital and consumer-focussed PR with a further boost set to come later in the year.
Rob Pothier, Doritos senior marketing manager at PepsiCo, said: “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’re already seen worldwide, we’re certain shoppers will be just as excited.
“We know spicy snackers shop flavour ahead of the brand, 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.”
