Following the successful launch of PepsiCo’s Extra Flamin’ Hot range last year, the company is aiming to build on the momentum with the launch of a limited-edition variant under its Walkers brand.
Available for eight weeks only, Walkers Extra Flamin’ Hot will join the existing Walkers MAX, Doritos and Wotsits Crunchy spicy variants.
The latest non-HFSS innovation is expected to drive additional snacking sales for retailers by introducing more shoppers to Extra Flamin’ Hot. The move comes after spicy flavours grew faster than the savoury snacking category average last year. The hot and spicy flavour segment grew 8.7% YoY, presenting a significant trend for retailers to leverage through their Crisps, Snacks and Nuts offerings. PepsiCo’s existing Extra Flamin’ Hot range has been a key player in driving this growth, having generated £22.1m RSV since launch.
Rob Pothier, Senior Marketing Manager at PepsiCo, commented: “The launch of our Extra Flamin’ Hot brand platform last year brought some much-needed heat to crisp aisles across the UK, but we’re not done yet. We know that shoppers consistently seek bold, new innovations of their favourite snacks. So, there was no better time to pair Britain’s most loved crisps with our incredibly popular Extra Flamin’ Hot flavour portfolio, which has sold over 13.9m packs since launch.
“As the first spicy Walkers Core offering, expanding our Extra Flamin’ Hot range with a limited-edition Walkers SKU will generate excitement and drive trial of the range, helping retailers to boost their savoury snacking sales in-store. Additionally, the variant will roll out in sharing bags, price-marked packs and grab bags, ensuring the Extra Flamin’ Hot range can help retailers to appeal to all shopper snacking occasions.”
Walkers Extra Flamin’ Hot has begun rolling out across all channels in a 150g sharing pack (RRP £1.65), 70g PMP (RRP £1.25) and 45g grab bag (RRP £1.10). The launch will be supported by a multi-million ATL campaign, spanning TV, social media, digital, OOH and PR.
