PepsiCo is turning up the heat with the UK launch of its Extra Flamin’ Hot platform.
The new three-strong range brings a spicy twist to Doritos, Walkers Max and Wotsits Crunchy.
Extra Flamin’ Hot is available now, in sharing bags (RSP £2.50) and £1.25 price-marked packs. The new Doritos and Walkers Max Extra Flamin’ Hot varieties are both non-HFSS. The existing Flamin’ Hot range across brands such as Monster Munch and Cheetos remains available, rebranded as Sweet & Spicy Flamin’ Hot.
The launch will be supported by a two-month multi-million-pound marketing campaign from early April across TV, social, digital and consumer PR, with a second wave to follow later in the year.
The Flamin’ Hot platform is already performing strongly abroad, and is Mexico’s second-biggest PepsiCo brand – just behind Doritos.
Rob Pothier, Doritos Senior Marketing Manager, commented: “We’re turning up the heat with this launch. We know spicy snackers shop flavour ahead of 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.”
