• Walkers is introducing a new Flamin’ Hot flavour to attract a younger generation to its Walkers core Potato Crisps
  • Spicy is the fastest-growing flavour in the UK within savoury snacks at +13%[1]
  • Walkers Flamin’ Hot will roll-out from 18th January, and will be included within a multi-touchpoint marketing campaign that will follow later in the year

Walkers is introducing a new Flamin’ Hot flavour across its core potato crisps range, rolling out from Monday 18th January. Leveraging the globally-loved flavour profile, Walkers Flamin’ Hot follows the incredibly successful launch of Wotsits Flamin’ Hot last year[2].

But, wait, are those crisps… RED?

“Walkers Flamin’ Hot features a distinctive, no artificial colours, red crisp and a warming spicy kick – just enough though!” Fernando Kahane, Walkers Marketing Director at PepsiCo, explains. “Our ambition is for the new flavour – matched with the eye-catching red crisps – to appeal to the masses and grab the attention of younger shoppers.”

In the UK, younger consumers – 35 years and under – want new and different tastes, with spicy flavours particularly appealing to them. In fact, spicy is the fastest-growing flavour in the UK at +13%.

“We know our Flamin’ Hot recipe is one of the nation’s favourite, so this latest launch presents a real category growth opportunity,” continues Kahane.

The launch follows the UK roll-out of Wotsits Flamin’ Hot. Wotsits Flamin’ Hot multipacks have experienced a massive repeat rate since their launch in January 2020 and contributed to the overall Wotsits brand growing +54% YTD[3]. In addition, Doritos Flamin’ Hot Tangy Cheese contributed 43% of total brand growth[4].

Walkers Flamin’ Hot will be available in 6 Packs (RRP: £1.65), Singles (RRP: £0.69), 45g Grab Bags (RRP: £0.85), 65g PMP (RRP: £1.00).

[1] Nielsen Data, Total Coverage, L2YR %chg w/e 26.12.20, Spicy Flavour Bucket

[2] Nielsen Data, Total Coverage, Wotsits Flamin’ Hot £11.6mm RSV YTD, 26.12.20; Doritos Flamin’ Hot Tangy Cheese £5.2mm RSV YTD, 26.12.20

[3] Nielsen Data, Total Coverage, Wotsits brand RSV YTD, 26.12.20

[4] Nielsen Data, Total Coverage, Doritos Flamin’ Hot Tangy Cheese RSV as % of Total Doritos RSV Chg YTD, 23.12.20

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