PepsiCo has teamed up with Doughlicious, UpCircle and Ginsters to launch three “unexpected” products under its Extra Flamin’ Hot brand platform.
Doughlicious has added limited-edition Cookie Dough & Gelato Bites, containing ghost chilli-infused gelato wrapped in bird’s eye chilli cookie dough and dusted in chipotle cookie crumb.
UpCircle, meanwhile, has developed a “lip-tingling” lip balm, formulated with upcycled hemp seed oil, shea butter and rosehip oil.
Finally, Ginsters has given its classic sausage roll a “spicy twist”.
All three innovations will be available for free to shoppers who purchase a limited-edition pack of Extra Flamin’ Hot Walkers (£1.10) via PepsiCo’s Temp Drop Shop on TikTok Shop.
The online shop will only open on specific dates after 4pm, “when the sun sets and the temperature starts to drop”.
Doughlicious Extra Flamin’ Hot Cookie Dough & Gelato Bites will drop on 29 January, followed by UpCircle’s lip balm on 31 January and the limited-edition Ginsters sausage roll on 3 February.
Doughlicious Cookie Dough & Gelato Bites will also be listed on Ocado, Zapp, Deliveroo and GoPuff until the end of March.
“Nobody likes the start of the year,” said PepsiCo head of marketing Rob Pothier. “It’s dark, gloomy and cold… That’s why we wanted to bring the heat the best way we could by launching spicy brand collabs with the Extra Flamin’ Hot Temp Drop Shop.”
Doughlicious founder Kathryn Bricken added: “It’s an honour to be participating in the launch of a new Extra Flamin’ Hot product with such an epic brand, and it was so much fun creating a Cookie Dough & Gelato recipe that both tastes indulgent and is super sneaky hot.
“We can’t wait for Doughlicious fans to try this fiery new treat, and to bring our Cookie Dough & Gelato Bites to a new, chilli-loving audience!”
Doughlicious will support the launch with a Valentine’s Day sampling drive in busy travel hubs, giving away over 10,000 of its Extra Flamin’ Hot Cookie Dough & Gelato Bites.
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