UK— PepsiCo, an American multinational food, snack, and beverage company, has introduced a new product flavor, Extra Flamin’ Hot, to its UK offerings.
According to PepsiCo, the new flavour adds a spicy twist to popular crisps like Doritos, Walkers Max, and Wotsits Crunchy.
“Shoppers are looking for elevated snacking experiences and intense flavors, so we’re turning up the heat with this launch…. We’re sure that this new flavor experience will keep shoppers coming back for more.” explained Rob Pothier, Doritos senior marketing manager.
In a statement, PepsiCo claimed that the innovation was inspired by consumers’ demands for more varied spicy snacks in the UK – the country ranking second highest in Europe in terms of spice consumption.
The flavour will be added to PepsiCo’s, Doritos (163g), Walkers Max (130g), and Wotsits cruncy version.
Both Doritos and Walkers max with HFSS regulations. However, the Wotsits Crunchy version (130g) does not comply to the standards.
The new products are now available in UK retailers, with all three variants priced at an RRP of £2.50 ( US$ 3.18) .
PepsiCo plans to roll out a multimillion-pound marketing campaign to support the launch of the new flavor in April.
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