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With its spice-neutralising properties, milk was chosen as an antidote to the heat of Extra Flamin’ Hot’ crisps
The newest snack brand from PepsiCo, ‘Extra Flamin’ Hot’, went on sale in the UK last week. The hot new flavour, available across the Walkers MAX, Doritos and Wotsits Crunchy range, has been given ‘spicy’ reviews by some snack lovers for whom the heat has proved too much.
The ‘Not Extra Flamin’ Hot Milk’ will hit the shelves on 1st April and be on sale for “as long it takes for the British taste buds to mature to the spice”, said Dalila FopsRoy, Head of Brand Innovation.
With its spice-neutralising properties, milk was chosen as an antidote to the heat of Extra Flamin’ Hot’ crisps. “Milk contains a protein called casein, which can break down capsaicin in the same way that soap cuts through grease”, said Dr Paolo Salify, Extra Flamin’ Hot’s Director of Heat Transference.
To accompany the April Fools prank, ‘Extra Flamin’ Hot’ has undertaken (real) research to show the parts of the country that can handle the heat of the spicy new snack. It shows that those from Glasgow are the biggest lovers of spice in the UK, with two-thirds (67 per cent) claiming to either like or love spicy food. Meanwhile, those in Belfast, Northern Ireland like it the least – 41 per cent have either a low or no tolerance to spicy food.