PepsiCo has challenged shoppers to put their tolerance to spice to the test through a partnership with Netflix’s hit show Squid Game.
It has added limited-edition ‘Flamin’ Hot or Not?’ sharing packs, available in Doritos Chilli Heatwave 163g and Walkers Max Sticky BBQ 130g (from £2.25).
One in four crisps in each pack is extra spicy, challenging shoppers to take on a “bold game”.
The packs, which will be available for eight weeks, will roll out widely this month, coinciding with the release of Squid Game 3 on 27 June.
They were set to attract “younger shoppers who crave adventurous, playful food experiences”, said PepsiCo.
A recent survey of 2,000 adults commissioned by PepsiCo revealed that nearly half (48%) of consumers enjoy taking on a spicy food challenge, while 43% find it entertaining to watch others struggle with food that’s too hot to handle [One Poll, May 2025].
The packaging and concept were designed to stand out on shelves, “encouraging impulse purchases and repeat sales through curiosity and social hype”, said PepsiCo.
Moreover, the sharing pack sizes would encourage shoppers to take on the challenge with their friends and family, it added.
“By tapping into the global appeal of Squid Game and the rapid growth of the spicy segment within the savoury snacks category, we’re helping retailers drive impulse sales and engage a new generation of consumers eager to explore new and spicy flavours from their favourite brands,” said Rob Pothier, PepsiCo head of marketing for portfolio campaigns.
The launch will be backed by a push this month, ‘Enjoy the pain’, which will include in-store activations, events, and influencer partnerships.
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