PepsiCo has announced a new Walkers Flamin’ Hot flavour to help independent retailers target a younger audience.

Walkers Flamin’ Hot is available from 18 January in six-pack multipacks (RRP £1.65), single bags (RRP 69p), 45g grab bags (RRP 85p) and a £1 price-marked pack.  

According to the supplier, spicy is the fastest-growing flavour in the UK, growing by 13%, with younger consumers looking for new and different tastes, with spicy flavours particularly appealing to them.

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The news follows the launch of Wotsits Flamin’ Hot in January 2020, with the brand growing by 54%. PepsiCo’s Doritos Flamin’ Hot Tangy Cheese contributed 43% of total brand growth, the supplier said.

Fernando Kahane, Walkers marketing director at PepsiCo, said: “Walkers Flamin’ Hot features a distinctive, no artificial colours, red crisp and a spicy kick. Our ambition is for the new flavour to appeal to the masses and grab the attention of younger shoppers.”

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