PepsiCo UK - Extra Flamin' Hot

In March 2024, PepsiCo launched the Extra Flamin' Hot platform in the UK, combining Doritos, Walkers Max, and Wotsits Crunchy under a bold new flavour to meet rising consumer demand for spicy snacks, especially among Gen Z.

Featuring non-HFSS options and eye-catching packaging, the launch included memorable activations like branded fire trucks and a 'sweaty' billboard, driving strong retailer support and consumer engagement. The launch achieved the highest penetration of any spicy new product in three years and generated £27.3 million in sales within less than a year of launching, successfully boosting PepsiCo’s snacking portfolio with a vibrant, flavour-forward brand experience.