The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry
In recent years, the market has seen a surge of spicy product launches across various categories, from snacks and sauces to beverages and ingredients. This heat-driven trend reflects shifting consumer preferences as more people seek bolder, more intense flavours that add excitement to their eating experiences. Younger demographics, in particular, are embracing spice as a way to experiment and add thrill to everyday meals, with social media platforms amplifying the trend through challenges and viral recipes.
For manufacturers and brands, the appeal of spicy products is twofold – it taps into consumers' desire for unique sensory experiences and aligns with the broader trend of globalisation in food, with flavours inspired by spicy cuisines from around the world.
Furthermore, spicy foods are associated with health benefits, such as boosting metabolism and providing antioxidant-rich ingredients like chilli peppers, which adds another layer to their appeal. By launching a wide array of spicy products, brands are meeting consumer demand head-on while standing out in an increasingly flavour-focused market. Here’s a look at the some of the hottest innovations spicing up the F&B sector...
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🌶️ Iceland launches ‘UK’s first’ 18+ age-restricted ready meals 🌶️
Last month, British supermarket Iceland launched two new ready meals made with the ‘world’s hottest chilli,’ Pepper X.
Pepper X has 2.69 million heat units on the Scoville scale, which makes it 53,760% hotter than a jalapeño. It is a cultivar of Capsicum chilli, bred by the American chilli breeder Ed Currie, the creator of the Carolina Reaper. In 2023, Guinness World Records recognised Pepper X as the world's hottest chilli pepper. The chilli has only ever been available in sauce format until now.
Iceland says that the two new ready meals, Chicken Tikka Masala and Chilli Mac & Cheese, are 'so hot' that it has become the ‘first’ UK supermarket to introduce an age restriction on ready meals.
Matthew Worsley, head development chef at Iceland Foods, said: “With intense heat comes great responsibility, so to ensure only the most experienced spice enthusiasts can take on the challenge, we’ve decided to limit sales to customers aged 18 and over”.
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🌶️ Synergy launches ‘heat and fire’ flavour line 🌶️
Synergy Flavours unveiled a new line of natural flavours and pastes last month, designed to cater to the growing consumer appetite for bold and intense tastes.
The ‘heat and fire’ range includes classic options like hot chilli, culinary-inspired profiles such as bulgogi BBQ and smoke-type flavours, offering food manufacturers a versatile toolkit for product development.
With the increasing consumer interest in spicy and complex flavour profiles, Synergy’s offerings are well-timed. According to a recent survey by Innova, 22% of global consumers are actively seeking out intense flavours, while 82% of European consumers express interest in ready meals featuring heat or spicy notes.
The emergence of terms like 'swicy' (sweet and spicy) and 'swalcy' (sweet and salty with a spicy kick) reflects the evolving palate of modern consumers, as seen in trends like the popularity of ‘hot honey’.
The comprehensive range includes flavours such as sweet habanero, chipotle, coal embered grill and culinary pastes like spicy smoky tomato and peri peri.
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🌶️ Jose Cuervo unveils lower-ABV spicy tequila 🌶️
September saw Proximo Spirits’ tequila brand Jose Cuervo introduce a new, lower-ABV tequila, named Devil’s Reserve.
Devil’s Reserve has an ABV of 30% and is infused with a sweet heat, providing consumers with a spicy kick.
Jose Cuervo crafted the new spirit to tap into growing demand from "legal drinking age Gen Z and younger millennials who are consuming more tequila than any other generation but are flocking toward flavour-forward spirits with a lower ABV".
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🌶️ Protein Works spices up protein shake category 🌶️
Earlier this year, UK protein brand Protein Works launched a new chilli and mango protein shake, a limited-edition flavour available as part of its Vegan Wondershake range.
The sweet and spicy flavour is the result of a competition carried out by Protein Works, in which over 1,400 members of the public submitted their favourite ‘weird and wonderful, guilty pleasure’ flavour combinations.
Protein Works said the flavour is claimed to be the ‘world’s hottest protein shake,’ offering a sweet flavour that leaves a hint of spice as an aftertaste. Kyle Crowley, nutrition expert at Protein Works, explained that while chilli may not be a common choice for a protein shake flavour, research shows there are health benefits to eating the spice.
“Capsaicin, a component of chilli peppers, contains antioxidants which can help reduce the risk of illness and disease,” Crowley said. “Studies have also found chilli has anti-inflammatory properties, which has a number of benefits including boosting mental health. The shake's spicy element can help stimulate gastric juices, promoting food digestion and nutrient absorption in the stomach, making it easier for your body to absorb the nutrients in your protein shake.”
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🌶️ Spam expands Korean-inspired offering with latest NPD 🌶️
In September, Hormel Foods expanded its portfolio under its Spam brand with the launch of a new gochujang-flavoured variety.
Gochujang is a spicy fermented red chilli paste and is a staple ingredient in Korean cuisine. Inspired by the Korean condiment, which has been growing in popularity with consumers across the world over the last year, the new product combines spicy, sweet, smoky and umami flavours.
Jennesa Kinscher, senior brand manager for the Spam brand, said: “In celebration of the love Korean-Americans have for the Spam brand, we wanted to create our very own gochujang-flavoured Spam. This can packs an approachable heat while still providing the versatility and convenience we all love about Spam products.”
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🌶️ The Laughing Cow unveils jalapeño cheese wedges 🌶️
Bel Brands USA’s The Laughing Cow unveiled a spicy new addition to its cheese wedge range in March, Creamy Jalapeño – its first new wedge variety in five years.
Creamy Jalapeño is described as ‘fresh and flavourful,’ balancing creaminess with spice. It is made with real cheese, contains 2g of complete protein per pre-portioned wedge, and offers a good source of calcium as well as vitamins A and D.
Zach Falta, brand director at The Laughing Cow, said: “The Laughing Cow is constantly seeking new, innovative flavour options for our consumers, and through in-depth consumer research, we found there is a white space in the snack cheese category when it comes to jalapeño. We know bolder, hotter and unique cheese varieties are a top priority for consumers, which is why we are thrilled to be adding a spicy jalapeño flavour to the delicious lineup of our creamy cheese wedges”.
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🌶️ Carnation Evaporated Milk introduces jalapeño variant 🌶️
In June, Nestlé's Carnation brand spiced up the iconic mac and cheese with the launch of its first-ever flavour innovation – Carnation Kickin' Jalapeño Flavored Evaporated Milk.
Carnation, often used in mac and cheese recipes, is tapping into the growing consumer demand for bold, adventurous flavours. The new variant combines the richness of Carnation Evaporated Milk with natural jalapeño flavours, promising to deliver a spicy kick to the classic creamy mac and cheese.
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🌶️ PepsiCo unveils trio of new ultra spicy crisps 🌶️
The same month, PepsiCo expanded its offering in the UK with the launch of a new range of crisps, Extra Flamin’ Hot.
The three-strong range adds an intense, spicy twist to its classic crisps, Doritos, Walkers Max and Wotsits Crunchy. The new Doritos and Walkers Max Extra Flamin’ Hot varieties are both non-HFSS.
The new crisps were formatted to tap into trending consumer preferences towards spicy foods in the UK. According to PepsiCo, the UK’s desire for spice ranking as the second highest in Europe.
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🌶️ Bob Evans Farms debuts spicy twist on mac 'n' cheese 🌶️
Last week, US food brand Bob Evans Farms expanded its macaroni and cheese product portfolio with Bob Evans Queso Macaroni & Cheese, a spicier take on the classic dish.
The product features a rich cheese flavour with hints of spice and fresh red and green peppers, designed to provide ‘bold and authentic’ flavours inspired by the classic Tex-Mex queso dish.
Described as ‘zesty and creamy with medium spice,’ it is made with real cheese, milk and peppers and comes in a refrigerated, heat-and-eat package that can be microwaved and ready in five minutes.
Ciare James, vice president of brand marketing at Bob Evans Farms, said the product aims to attract a younger demographic with its 'on-trend' spicier flavour.
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🌶️ Sauce Shop launches two new sauces 🌶️
UK-based sauce brand Sauce Shop launched two limited-edition sauces in collaboration with retailer Aldi in September.
The new sauces, Truffalo Hot Sauce and Burnt Pineapple Sauce are made in the UK and contain only natural ingredients.
Burnt Pineapple Sauce offers a unique, fresh taste that is fruity and spicy, with smoky notes from charred pineapple.
Truffalo Hot Sauce offers a premium twist on the brand’s best-seller, Buffalo Hot Sauce – it blends sharp hot sauce with earthy truffle flavours.
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🌶️ Pringles expands Spicy range with new chilli lime flavour 🌶️
In August, Pringles launched a new flavour, Zesty Chilli & Lime, as part of its Spicy range, aimed at enhancing its appeal in the competitive snacks market.
The new offering, which combines citrus notes with a subtle heat, is available now across Australia and New Zealand.
The Chilli & Lime flavour features a lower heat intensity, appealing to consumers who prefer a milder taste without sacrificing flavour.
Ileana Andrei, senior brand manager for salty snacks at Kellanova in ANZ, commented: “Our new Spicy range is designed to add some more spice into your life and turn snack time into a tantalising flavour-filled moment”.
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🌶️ Batchelors launches spicy new instant noodles flavour 🌶️
In September, Batchelors, a Premier Foods-owned brand, launched its new Super Noodles Chilli and Lime Pot.
The introduction came amid rising consumer appetite for spicier flavours and unique combinations in the instant noodle category.
The UK market has shown a notable trend towards experimentation with flavours, particularly among younger consumers.
The new Chilli and Lime flavour is designed to offer a quick, flavour-forward meal option that can be prepared in just four minutes.
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🌶️ Q Mixers adds spicy mango margarita mix to portfolio 🌶️
April saw US beverage brand Q Mixers add a spicy mango margarita mix to its portfolio.
The new flavour features a base of rich organic agave and key limes, with juicy mango and bold, balanced spiciness from jalapeños.
Bob Arnold, CEO of Q Mixers, said: "The margarita is the most ordered cocktail in the United States, which is why we're so excited to offer customers our new spicy mango margarita mix, a product we feel is well-positioned to become not just a summer staple but your go-to margarita mix".
He added: "...we carefully crafted this from consumer feedback telling us to bring the sweet and bring the heat. We believe we found the perfect balance for everyone, elevating your favourite spirit or spirit-free alternative. Our spicy mango margarita mix delivers a bold flavour that matches our new look and feel and allows consumers to enjoy the perfect drink at home."
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🌶️ PopCorners releases limited-edition flavour 🌶️
This year in May, Popped-corn snack brand PopCorners added a new limited-edition flavour to its portfolio: Jalapeño Popper.
Jalapeño Popper offers a blend of jalapeño heat with a taste of cream cheese.
Rhasheda Boyd, vice president of marketing at PepsiCo, the owner of PopCorns, said: "We're excited to give fans an opportunity to try our newest PopCorners flavour in an unexpected and fun setting".
"In developing the new Jalapeño Popper flavour, we saw an unmet desire for spicier options in the snack aisle. So, we decided to embrace our 'popped, never fried' motto with a unique take on a familiar food."
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