Ginsters and Doughlicious have teamed up with Walkers on a limited-edition spicy sausage roll and cookie dough & gelato bite.
The bakery products accompany the launch of limited-edition Walkers Extra Flamin’ Hot Crisps, a flavour that is already featured in snack lines from Walkers including Doritos, Max, and Wotsit Crunchy.
Walkers is aiming to encourage consumers to embrace the heat this winter with its line-up of lip-tingling brand collaborations that also includes a lip-balm from UpCircle. Together these form the Temp Drop Collection, which is only available via the shop site of Walkers Crisps’ TikTok channel. Users can purchase a bag of Extra Flamin’ Hot Crisps for £1.10 to receive one of the items free on a first-come-first-served basis, while stocks last.
Launching today (29 January) is the new Extra Flamin’ Hot flavour of Doughlicious Cookie Dough & Gelato Bites, which comprises bird’s eye chilli cookie dough wrapped around ghost chilli infused gelato, dusted in chipotle cookie crumb for a triple fiery kick. “It was so much fun creating a Cookie Dough & Gelato recipe that both tastes indulgent and is super sneaky hot,” commented Doughlicious founder Kathryn Bricken.
Meanwhile, Ginsters marketing manager Stephanie Allen expressed delight in partnering with Extra Flamin’ Hot on the new variant of brand’s bestselling savoury pastry. “Our expert chef Will has developed our award winning 100% British pork sausage roll to replicate the spicy flavour with an extra spicy recipe,” she said.
A UK consumer research poll conducted on 2,000 adults by One Poll at the start of the year found 81% of respondents saying the cold weather was the main reason for not enjoying the winter season, with over a third (37%) admitting to trying their own techniques for staying warm. The most popular of these are putting on ‘an absurd number of layers of clothes’ (32%) and getting into bed with a partner (26%), while 16% said they turned to spicy food.
“Nobody likes the start of the year,” commented Rob Pothier, head of marketing for Extra Flamin’ Hot. “It’s dark, gloomy and cold, so it’s no wonder Brits are using quirky techniques to stay warm. That’s why we wanted to bring the heat the best way we could by launching spicy brand collabs with the Extra Flamin’ Hot Temp Drop Shop.
“Working with Ginsters, Doughlicious and UpCircle, we’ve got the perfect line-up for anyone looking to spice up their winter in completely unexpected ways,” added Pothier.
Spice lovers appear to be on the increase in the UK, with several bakery brands unveiling chilli-infused creations in recent months. For example, Higgidy collaborated with TV comedian Judi Love on a Braised Beef and Butter Bean Pie with Scotch bonnet pepper, Pukka came out with a Jamaican Jerk Chicken and Mexican Beef varieties of its pastry parcels, and Creams Café included a Spicy Sriracha Chicken option on its new savoury hot pocket range.
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