PepsiCo launches Extra Flamin’ Hot trio

• Product: Doritos Extra Flamin’ Hot, Walkers Max Extra Flamin’ Hot, Wotsits Crunchy Extra Flamin’ Hot
• Supplier: PepsiCo
• RRP: £2.50 (sharing) £1.25 PMP (single)
• Available: 18 March

PepsiCo is launching an Extra Flamin’ Hot variety simultaneously across its Doritos, Walkers Max and Wotsits Crunchy brands.

The new flavours will be available to independent retailers from 18 March in sharing bags (RRP £2.50 each) and single £1.25 price-marked packs (PMPs).

Currently, 51% of UK consumers say they love spicy food and the UK has the second-highest desire for spice in Europe, according to Ipsos research.

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Doritos senior marketing manager Rob Pothier said: “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 this new flavour experience will keep shoppers coming back for more.”

As part of the launch, the Flamin’ Hot range across Monster Munch and Cheetos will be rebranded as Sweet & Spicy Flamin’ Hot.

PepsiCo is supporting the launch with a two-month multimillion-pound marketing campaign from Early April across TV, social media and digital, with a second round to follow later in the year.

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