Dubai chocolate, brookies & cream, coffee & cardamom… Ice cream makers are always conjuring up new flavour combinations to pique shoppers’ interest. Doughlicious’ recent collaboration with PepsiCo was a particularly daring one. Comprising ghost chilli-infused gelato in chilli cookie dough dusted in chipotle cookie crumb, Extra Flamin’ Hot Cookie Dough & Gelato Bites made its TikTok Shop debut in January.

According to Doughlicious global marketing director Sam Hinchcliffe, the brand was challenged by PepsiCo to “come up with a ‘WTF?’ kind of flavour” based on its Extra Flamin’ Hot seasoning. “They all sold out within about two hours,” he says. But his “main objective” had been “to drive fame and buzz” for the brand, rather than sales, he admits.