Walkers introduces new Flamin’ Hot flavour targeting younger customers

Walkers has added a new Flamin’ Hot flavour across its core potato crisps range.

Rolling out from 18 January, the brand hopes to recruit a younger generation to its core range by leveraging the globally-loved flavour profile.

“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, said. “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.”

The new variant follows the successful launch of Wotsits Flamin’ Hot last year, which has experienced a massive repeat rate since their launch in January 2020 and contributed to the overall Wotsits brand growing 54% YTD[i].

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

Spicy is the fastest-growing flavour in the UK within savoury snacks at 13 per cent[ii], with younger consumers – 35 years and under – finding them particularly appealing.

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). The launch will be supported by a multi-touchpoint marketing campaign that will follow later in the year.

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

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