PepsiCo has launched the new Extra Flamin’ Hot offering. The new three-strong range have been added to the Doritos, Walkers MAX and Wotsits Crunchy ranges.
Extra Flamin’ Hot will be available to symbols and independent retailers from 18 March in sharing bags and PMPs. The sharing bags will have a RRP of £2.50, and 70g PMP. The new Doritos and Walkers MAX Extra Flamin’ Hot varieties are both non-HFSS, and the existing Flamin’ Hot range across brands such as Monster Munch and Cheetos will continue to be available for shoppers, rebranded as Sweet & Spicy Flamin’ Hot.
The launch will be supported by a two-month multi-million marketing campaign from early April across TV, Social, Digital and consumer PR, with a second wave to follow later in the year.
Doritos senior marketing manager Rob Pothier said: “Shoppers are looking for elevated snacking experiences and intense flavours, so we’re turning up the heat with this launch. 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.”
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