The Pringles Scorchin’ team has partnered with First We Feast’s internet phenomenon Hot Ones to release new limited-edition flavors that pack a deliciously fiery burn. The Kellogg Company-owned brand worked with the Emmy-nominated talk show to create three new Pringles Scorchin’ flavors to deliver a spicy heat that builds over time.
The three new limited-edition Pringles Scorchin’ Hot Ones are inspired by Hot One wing sauce. The flavors include The Classic Hot Sauce (a timeless hot sauce flavor with an extra peppery kick), Los Calientes Rojo (a sweet applewood smoked red jalapeños and tangy habanero) and Los Calientes Verde (a punchy, smoky blend of serrano and habanero chiles, sweet fruit and tart tomatillo).
“Our partnership with Hot Ones is a match made in spicy heaven, so we’re thrilled to collaborate with the show known to test your limits with hot questions and even hotter wing sauce,” said Mauricio Jenkins, senior director of marketing for Pringles, in a press release. “We challenged ourselves to perfectly match the fiery burn of Hot Ones wing sauce to create our spiciest flavors yet.”
For those unfamiliar with Hot Ones, the engaging YouTube show has innovated celebrity interviews. During the interviews, guests enjoy a series of chicken wings that increase in spice level. With the Last Dab capping off the experience, the final bit of heat has guests opening up in ways that they may not otherwise on late-night television.
In addition to the new Pringles Scorchin’ flavors, a collaboration with Hot Ones wouldn’t be complete without the Last Dab, the final Hot Ones sauce with over two million Scoville units. Pringles and Hot Ones are offering four hundred people the chance to win a can of Last Dab-ified Pringles with the “Show Us Your Hotness Sweepstakes.” To get this special flavor, fans can scan the QR code on any Pringles Scorchin’ x Hot Ones product and follow the on-screen prompts.
Pringles is no stranger to collaborations and limited-edition flavors. During Halloween, the chip brand released two limited-edition flavors, aptly named “Sour Scream & Onion” and “Oooriginal,” which featured glow-in-the-dark cans. And last year, Pringles teamed up with fast-food chain Wendy’s to create the limited-edition Pringles’ Wendy’s Spicy Chicken flavor.
But the latest Pringles Scorchin’ x Hot Ones collaboration comes at a time when consumers’ palates are becoming more sophisticated and daring. They are looking for flavors with hot, savory and authentic spices, like habanero or Korean BBQ in chips and popcorn. The North American savory snacks market size is expected to reach $59.25 billion by 2028, with a compound annual growth rate (CAGR) of 6.1 percent.
That’s why Pringles and other brands have been expanding their lineups to include spicier, bolder flavors. Fellow Kellogg’s-owned brand Cheez-It recently released Snap’d Scorchin’ Hot Cheddar, which features 100 percent real cheddar cheese and fiery heat, garlic and savory umami. Meanwhile, Frito-Lay, the company behind Flamin’ Hot products, continues to expand its lineup as consumer interest in hot foods grows.
While Pringles will compete with these well-known brands, as well as a slew of smaller companies that specialize in hot snacks, the Pringles Scorchin’ x Hot Ones collaboration will help it stand out among the others.