PepsiCo has launched its ‘Extra Flamin’ Hot’ platform in the UK. The three-strong range covers its Doritos, Walkers MAX and Wotsits Crunchy brands and is aimed at meeting growing consumer demand for more varied spicy snacks.
The Flamin’ Hot platform is already popular globally and is Mexico’s second-biggest PepsiCo brand. The new Extra Flamin’ Hot range in the UK will deliver an “elevated flavour experience” on existing brands. The UK launch also forms part of a new consistent Flamin’ Hot global brand identity and voice, sitting alongside launches across Europe.
Rob Pothier, Doritos Senior Marketing Manager, commented: “We can’t wait to bring Extra Flamin’ Hot to the UK, and given the response we’ve already seen worldwide, we’re certain shoppers will be just as excited.
“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.”
Extra Flamin’ Hot Doritos, Walkers MAX and Wotsits Crunchy began rolling out this week across the grocery channel. Doritos Extra Flamin’ Hot will be available in 163g sharing bags, with Walkers MAX and Wotsits Crunchy Extra Flamin’ Hot rolling out in 130g sharing bags, all with an RRP of £2.50. The new Doritos and Walkers MAX Extra Flamin’ Hot varieties are both non-HFSS, and the existing Flamin’ Hot range across brands such as Wotsits Giants and Cheetos will continue to be available for shoppers, rebranded as Sweet & Spicy Flamin’ Hot.
The launch will be supported by a two-month multimillion marketing campaign from early April across TV, Social, Digital and consumer PR, with a second wave to follow later in the year.
NAM Implications:
- Really helping consumers and retailers to understand the category:
- “We know spicy snackers shop flavour ahead of brand…”
- (knowing that the brand can deliver well/better on this attribute…
- i.e. worth a purple block in-aisle…
