Frito-Lay Launches Spicy Flamin' Hot Line to Showcase Popular Chip Flavor

PepsiCo announced on Thursday that it has created Flamin' Hot as a separate brand within its wide range of beverages and snacks.

This move by the company aims to help consumers easily recognize the various products under the Flamin' Hot brand. Initially, there will be 25 different products included in the portfolio.

PepsiCo is also unveiling new packaging for each Flamin' Hot brand as part of the move.

The bottom two-thirds of the Flamin' Hot bag features a chip placed in the center against a black background. PepsiCo explained that the black color was selected to resonate with the bold and edgy attitudes of the brand's fans, and to make the packaging stand out in the snack aisle where black packaging is uncommon. The top section of the design showcases flames rising upwards.

The first snacks to showcase the new design include: Flamin’ Hot Funyuns, Flamin’ Hot Fritos, Flamin’ Hot Doritos, and Flamin’ Hot Cheetos.

According to the LA Times, the Flamin’ Hot flavor was developed in 1989 at PepsiCo’s Frito-Lay division headquarters in Plano, Texas. Cheetos was the initial brand to receive the fiery flavor. The introduction of Flamin’ Hot was aimed at competing with the spicy snacks available in the inner-city convenience stores of the Midwest.

Hot and spicy foods have become increasingly popular, especially among younger consumers.

A survey conducted in 2022 by Kalsec with over 6,000 participants revealed that nearly 75% of consumers believe that most foods taste better with some level of spiciness. Specifically, 40% of respondents preferred spicy flavors in snacks.

PepsiCo has seen great success with its Flamin’ Hot products. In 2023, consumers made nearly 400 million trips to purchase Flamin’ Hot items, which was a 31% increase from the previous year, according to the company.

The majority of PepsiCo's snacking business comes from Frito-Lay and Quaker Oats. Together, these brands brought in over $28 billion in sales in North America during the company's 2023 fiscal year. This accounted for almost a third of PepsiCo's total global sales of $91.5 billion.

Editor's P/S:

The creation of Flamin' Hot as a separate brand within PepsiCo's portfolio is a testament to the immense popularity and success of this beloved flavor. The new branding and packaging aim to enhance consumer recognition and create a cohesive identity for the entire Flamin' Hot range. The bold black background and fiery flames evoke the edgy and intense nature of the brand, making it stand out in the competitive snack market.

This move by PepsiCo also reflects the growing demand for hot and spicy foods, particularly among younger consumers. The survey cited in the article highlights the widespread preference for spiciness in food, with 40% of respondents specifically preferring it in snacks. PepsiCo has capitalized on this trend by introducing Flamin' Hot variants across its popular snack brands, such as Funyuns, Fritos, Doritos, and Cheetos. The impressive sales figures reported by the company demonstrate the resounding success of these products. Overall, the establishment of Flamin' Hot as a separate brand is a strategic move that positions PepsiCo to further capitalize on the enduring popularity of this iconic flavor.