Takis is aiming to broaden its appeal in the UK snacking market with the launch of a new Smokin’ BBQ flavour designed to offer the brand’s signature intensity with less heat.
The new variant has been developed to attract more cautious consumers who may be put off by the stronger spice levels typically associated with the brand, while still retaining the bold flavour profile that has driven Takis’ rapid growth in the tortilla snacks category.
According to the company, Takis is now worth more than $4 billion (£3bn) globally and is currently the fastest-growing brand in the UK tortilla segment. The brand said the latest launch is intended to deepen category penetration by removing a key barrier to trial among mainstream shoppers.
Takis said the new Smokin’ BBQ flavour taps into growing consumer demand for BBQ-inspired snacks, combining smoky and sweet flavours with a milder spice profile.
The launch follows strong sales momentum for the brand, which reported value growth of 48 per cent and unit growth of 81 per cent in the UK tortilla category, citing Circana data for the 52 weeks ending 23 November 2025.
The company added that awareness, consideration and repeat purchases were all increasing, with the new flavour expected to encourage further trial among consumers already familiar with the brand.
Consumer research commissioned by Takis found that 80 per cent of respondents viewed the BBQ flavour as differentiated within the snacks category, while 61 per cent described the product as appealing. One in two consumers also said they would consider purchasing the new variant.
Takis described the flavour as offering “safe adventure”, targeting younger shoppers seeking new taste experiences without the extreme spice associated with some products in the range.
The product is fully HFSS compliant and will be available in 55g price-marked packs, as well as 55g, 100g and 180g formats, with RRPs ranging from £1.25 to £2.99.
The brand said the launch would provide retailers with a “high impact” addition to their snacking fixtures, particularly for social occasions and BBQ-themed gatherings.