Extra Flamin’ Hot Bags ‘Product of the Year’

Extra Flamin' Hot just got hotter… bagging itself the title of ‘Product of the Year’ in the Crisps and Bagged Snacks category for its Doritos, Walkers MAX, and Wotsits Crunchy crisps, shooting the spicy snack to sizzling stardom.

The UK’s largest consumer surveyor of product innovation, ‘Product of the Year,’ has selected its top dog. Tried and tested by industry experts and a survey of 8,000 people by Kantar, the new Extra Flamin’ Hot flavour has brought the heat this 2025. 

It’s no surprise considering Extra Flamin’ Hot has been the #1 innovation in the spicy flavour space over the last three years.

Following a rigorous process, ‘Product Of The Year’ put the nation's favourite snacks to the test,  looking for the most innovative in design, packaging, and recipe from January 2023 to November 2024. With the final decision made by 8000 shoppers, who voted for the hottest product. 

Rob Pothier, head of marketing at PepsiCo said, “I’m thrilled Product of the Year has recognised our hard work and talent in bringing one of the best flavours to consumers. Its fiery kick is not one for the faint-hearted, but it’s great to see there are so many thrill seekers who love it. We’re always looking for new and innovative ways to spice up the snacks market - we’ll be sure to keep bringing the heat.”

Helga Slater, managing director at ‘Product of the Year’ added, “‘Extra Flamin’ Hot adds a new level of heat for those who want more from their snack. Our consumers were impressed by, not only the unique full body sensory experience that the product brings, but also by the bold and unique brand packaging.”

Earlier this week PepsiCo announced that Walkers will join the existing Extra Flamin’ Hot line-up of Doritos, Walkers MAX, and Wotsits Crunchy for a limited time, allowing fans of the flavour to experience the tongue-tingling spiciness on a familiar favourite. It’s safe to say that Extra Flamin’ Hot is starting 2025 in a blaze of glory.