Pickle brand Branston has added its first flavour extension for Piccalilli to tap shoppers’ growing appetite for spicy food.
The NPD, Chilli Piccalilli (rsp: £2.20/360g), combined the “classic mustardy tang” of the original with “an exciting chilli kick”, according to Branston.
It has already launched into Tesco and will hit Amazon and Ocado later this month, followed by Morrisons on 16 June.
“We developed this new flavour to re-engage with our core audience and bring excitement to the Branston shelf,” said Branston brand manager Danielle Fairey.
“Our Branston shoppers can be quite traditional with food choices but occasionally like a bit of adventure.
“Therefore, we have combined this insight with the growing trend for chilli products to create Branston Chilli Piccalilli,” Fairey added.
The launch will be supported by a digital media campaign, including a series of recipe videos intended to showcase the versatility of the product.
Spicy snacks
A swathe of crisps, nuts and snacking brands have added fiery variants over recent months to tap younger shoppers’ growing appetite for spicy food.
PepsiCo introduced an Extra Flamin’ Hot variant to each of its Doritos, Walkers Max and Wotsits Crunchy ranges last March, extending the range with a limited-edition Walkers spin-off at the start of 2025.
The manufacturer further expanded the range with the launch of Doritos Dinamita Extra Flamin’ Hot rolled tortilla chips into the convenience channel in February.
In the same month, Grupo Bimbo-owned snacking brand Takis brought its “explosive” chilli and lime-flavoured Blue Heat rolled tortilla chips to the UK.
PepsiCo then relaunched its US snacking brand Cheetos in the UK market in March, unveiling a Fiery Jalapeño & Cheese variant, targeted squarely at Gen Z shoppers.
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