Flamin' Hot revamps packaging, establishes brand of its own

The brand's sales grew by 31% from 2022 to 2023.

courtesy of: Frito-Lay

To help heat-seeking consumers more easily find and celebrate the spicy, crunchy Flamin’ Hot chips they love, Frito-Lay's Flamin’ Hot portfolio, encompassing 25 unique products, is coming together as an official brand and stepping out with a fierce new look.

Throughout 2023, consumers made nearly 400 million trips to add Flamin’ Hot products to their carts, up +31% from 2022. As consumers’ desires for spicy flavors continue to grow, Frito-Lay is taking things up a notch.

The new packaging is as bold and fearless as the fans that inspired it, with flames burning across each flavor’s unique look and feel to carve out a space for Flamin’ Hot to take center stage against a black backdrop. The black backdrop was purposefully selected to play into the edgy attitudes that brand fans demonstrate on a daily basis, and to stand out in the snack aisle where black packaging is lacking.  

The first flavors to debut the new look—Flamin’ Hot Funyuns, Flamin’ Hot Fritos, Flamin’ Hot Doritos, and Flamin’ Hot Cheetos—can be found at retailers nationwide.

PepsiCo (Frito-Lay) is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.

Liz Parker Kuhn is the senior editor of Candy Industry and Snack Food & Wholesale Bakery, and has worked at BNP Media since 2012. She has written for CBS Detroit as well as for her own blogs. She earned a Bachelor of Arts in Creative Writing from the University of Michigan. Liz can be contacted at (248) 839-7156 or at parkere@bnpmedia.com.

This webinar will examine variables factoring into nutritionally improved candy sales, including ingredients, label claims, and alternative sugars. Better-for-you options remain top of mind for consumers who are searching for indulgences, but in a healthier format.