PepsiCo has unveiled a limited-edition Extra Flamin’ Hot variant for its core Walkers crisps brand.
The non-HFSS variant will hit shelves this week in 45g grab bags (rsp: £1.10), £1.25 PMPs (70g) and 150g sharing bags (rsp: £1.65).
Available for eight weeks only, it will be backed by a multimillion-pound marketing campaign, spanning TV, social media, digital and out-of-home advertising.
The move follows the launch of PepsiCo’s Extra Flamin’ Hot brand platform in the UK last March, which saw new variants added for Walkers Max, Doritos and Walkers Crunchy.
PepsiCo said it hoped the limited-edition Walkers launch would introduce more shoppers to Extra Flamin’ Hot, while engaging existing consumers with the range.
The snacking giant cited Kantar data, which showed the hot and spicy flavour segment had grown by 8.7% year on year [3 November 2024 vs 5 November 2023].
There was “no better time to pair Britain’s most loved crisps with our incredibly popular Extra Flamin’ Hot flavour portfolio, which has sold over 13.9 million packs since launch,” said PepsiCo senior marketing manager Rob Pothier, citing NIQ data [2 November 2024].
“As the first spicy Walkers Core offering, expanding our Extra Flamin’ Hot range with a limited-edition Walkers SKU will generate excitement and drive trial of the range,” Pothier added.
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