PepsiCo to sell milk shots alongside its newest ?Extra Flamin? Hot? spicy snacks ? with research revealing those in the UK can?t handle the heat

LONDON, April 01, 2024 (GLOBE NEWSWIRE) -- Forget your deep fried Mars bar or peanut butter and jelly sandwich, the latest crazy culinary combo doing the rounds in the UK is milk and crisps.

The newest snack brand from PepsiCo,Extra Flamin Hot, went on sale in the UK last week. The hot new flavour, available across theWalkers MAX, DoritosandWotsits Crunchyrange, has been given spicy reviews by some snack lovers for whom the heat has proved too much.

To douse rising temperatures,Extra Flamin Hotbosses have decided to sell milk miniatures alongside the snacksalthough readers should bear in mind that the news is being released on April Fools Day where members of the public, alongside organisations and brands, play pranks on the public.

TheNot Extra Flamin Hot Milkwill hit the shelves today (Monday 1st April), and be on sale for as long it takes for the British taste buds to mature to the spice,saidDalila FopsRoy,Head of Brand Innovation.

With its spice-neutralising properties, milk was chosen as an antidote to the heat of Extra Flamin Hotcrisps.Milk contains a protein called casein, which can break down capsaicin in the same way that soap cuts through grease,saidDr Paolo Salify,Extra Flamin Hots Director of Heat Transference.

To accompany the April Fools prank, Extra Flamin Hothas 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%) claiming to either like or love spicy food. Meanwhile those in Belfast, Northern Ireland like it the least - 41% have either a low, or no tolerance to spicy food.

Dr Salify continued: 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 as quickly as possible.

Not Extra Flamin Hot Milkwill go on sale initially in Belfast, and a nationwide rollout is expected to come in the coming days and weeksor not!

Photos accompanying this announcement are available at:

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