- 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%
- 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.
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. In addition, Doritos Flamin’ Hot Tangy Cheese contributed 43% of total brand growth.
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).
 Nielsen Data, Total Coverage, L2YR %chg w/e 26.12.20, Spicy Flavour Bucket
 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
 Nielsen Data, Total Coverage, Wotsits brand RSV YTD, 26.12.20
 Nielsen Data, Total Coverage, Doritos Flamin’ Hot Tangy Cheese RSV as % of Total Doritos RSV Chg YTD, 23.12.20