PepsiCo has brought in Flamin’ Hot as its latest standalone brand within its expansive portfolio, marking a significant move within the beverage and snacking industry. The renowned maker of Doritos and Cheetos announced that the Flamin’ Hot brand aims to streamline consumer recognition across its offerings. With a staggering retail sales figure surpassing $3 billion, the Flamin’ Hot lineup will initially feature 25 distinct products, all showcasing the iconic seasoning.
In conjunction with this announcement, PepsiCo is introducing fresh packaging designs for each brand’s Flamin’ Hot variants. The new packaging prominently features a fiery chip against a sleek black background, resonating with the brand’s passionate fan base and aiming to stand out in the snack aisle.
Leading the lineup of flavours sporting this revamped appearance are Flamin’ Hot Funyuns, Flamin’ Hot Fritos, Flamin’ Hot Doritos, and Flamin’ Hot Cheetos. The redesign represents the culmination of years of strategic planning, aiming to establish Flamin’ Hot as an independent brand entity. A spokesperson from Frito-Lay, a division of PepsiCo, emphasized the brand’s commitment to capturing consumer interest and fostering further brand loyalty through this bold step.
The journey of Flamin’ Hot flavouring traces back to 1989 at Frito-Lay’s Plano, Texas headquarters, with Cheetos being the inaugural recipient of the fiery seasoning. Since then, Flamin’ Hot has emerged as the leading brand in the spicy salty snacks category, boasting an impressive 53% average repeat rate, according to Frito-Lay. This development comes amid a broader trend of rising popularity for hot and spicy foods, particularly among younger demographics.
PepsiCo’s Flamin’ Hot franchise has witnessed remarkable growth, with consumers increasingly incorporating Flamin’ Hot products into their shopping carts. In 2023 alone, consumers made nearly 400 million trips to add Flamin’ Hot offerings to their purchases, marking a significant uptick from the previous year. With its snacking business, dominated by Frito-Lay and Quaker Oats, PepsiCo continues to solidify its position as a formidable player in the global consumer packaged goods industry.