PepsiCo is set to make first foray into the milk industry as it reveals will sell miniature milk shots to compliment its new spicy snack range ‘Extra Flamin’ Hot’.
Due to hit the supermarket shelves today on 1 April – April Fools Day – PepsiCo’s ‘Not Extra Flamin’ Hot Milk will be on sale “as long it takes for the British taste buds to mature to the spicy new favour,” said PepsiCo head brand innovation Dalila FopsRoy.
The FMCG launched its ‘Extra Flamin’ Hot’ flavour across the Walkers Max, Doritos and Wotsits Crunchy range last week, however, the heat proved too much for some so the food and drink manufacturer has launched the new milk products to douse crisps fans’ rising temperatures.
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FopsRoy added: “The decision to “move into milk” is not a knee jerk reaction. We’ve examined the data and there are certain parts of the country that, to put it lightly, can’t take the heat.”
The new product was chosen for its “spice neutralising properties” as the perfect antidote to the heat of ‘Extra Flamin’ Hot’ said the brand’s director of heat transference Dr Paolo Salify.
Salify added “Milk contains a protein called casein, which can break down capsaicin in the same way that soap cuts through grease. We have been considering a milk miniature to sell alongside ‘Extra Flamin’ Hot Wotsits Crunchy, Doritos and Walkers Max for some time.
“With the arrival of this new data, we decided to expedite that decision and get it on the shelves to help cool the burn Brits are reporting as quickly as possible.”
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