“Spicy Innovations and Sweet Collaborations: PepsiCo, Captain Morgan, and Entenmann’s Unveil Exciting New Products”
In a move that matches the sweltering late August heat, PepsiCo has introduced some fiery new products. The snack and beverage titan has unveiled two spicy additions: Doritos Dinamita Flamin’ Hot Queso rolled chips and Mtn Dew Flamin’ Hot. For those craving a kick, the new Doritos flavor is already available on store shelves nationwide, while the spicy Mtn Dew will launch online at the brand’s Dew Store next week. The Flamin’ Hot line began with Frito-Lay’s Flamin’ Hot Cheetos in 1992 and has rapidly expanded over the years. The vibrant red-orange seasoning has been incorporated into a vast array of Frito-Lay snacks. A recent Thrillist taste test identified 14 different snacks featuring the Flamin’ Hot flavor, including various Cheetos products and Flamin’ Hot versions of Doritos, Ruffles, Lay’s, Funyuns, and Smartfood popcorn. The enduring popularity of the original Flamin’ Hot Cheetos demonstrates that consumers enjoy the fiery sensation across Frito-Lay’s offerings.
According to Frito-Lay, the Doritos Dinamita Flamin’ Hot Queso marks the debut of this intense flavor in rolled chips. While PepsiCo frequently experiments with new flavors for its Mtn Dew brand, including body wash and hot sauce last year, this is its first venture into spiciness. Notably, this isn’t the first time PepsiCo has introduced heat into its beverages; in 2017, the company released Pepsi Fire, a limited-edition cinnamon cola that failed to resonate with consumers. However, the new Flamin’ Hot products bear a recognizable brand, and given the history of PepsiCo’s successful spicy offerings, the strategy appears promising. Retail consumers are drawn to the allure of Flamin’ Hot snacks, making them more likely to purchase these items at grocery or convenience stores. The decision to sell the soda exclusively online allows for a well-promoted social media campaign without necessitating large production runs of a drink that could quickly lose popularity.
As summer fades, Captain Morgan aims to keep consumers engaged with ready-to-drink cocktails as the season changes. The brand is launching Captain’s Cocktails, a line of RTD beverages that includes Tropical Punch, Mai Tai, and Long Island Iced Tea, with the signature rum featured prominently in these drinks. Available now across the U.S., the 1.75-liter bottles retail for approximately $19.99. Captain Morgan’s move into the RTD category is strategic, especially given the 39.1% sales increase in 2020, as reported by the Distilled Spirits Council of the United States, during the pandemic when home cocktails became essential. With forecasts predicting RTD beverages will surpass total wine as the second most popular alcoholic drink category by the end of 2021, Diageo, Captain Morgan’s parent company, has made significant investments in this sector, including acquiring the vodka cocktail brand Loyal 9. Competitors are also innovating, with Boston Beer collaborating with Bean Suntory and Molson Coors aligning with existing RTD brands. With Captain Morgan’s strong brand recognition in the rum market, Captain’s Cocktails may carve out a niche among at-home cocktail enthusiasts.
Meanwhile, Entenmann’s is enhancing its popular baked goods line by collaborating with supplement brand Obvi to create a collagen-boosting protein powder that mimics the taste of fresh-baked Entenmann’s Chocolate Chip Cookies. While the partnership might seem unexpected, both brands benefit by accessing contemporary markets. Entenmann’s ventures into the health and wellness space, while Obvi taps into a taste-focused demographic. “This unique product offering allows consumers to enjoy the flavor of our classic Chocolate Chip Cookies in a new and exciting way,” stated Jason Amar, Entenmann’s marketing director. Besides appealing to taste buds, this new chocolate chip cookie flavor aims to support hair, skin, joints, and nails health. Priced at $44.99, it will only be available through Obvi’s website.
Athletes and casual consumers seeking healthy alternatives can now indulge in their favorite treats. Last year, Post Consumer Brands collaborated with Dymatize to create protein powder flavors inspired by Pebbles cereal. The sports nutrition category is growing within food, drug, and mass retail channels, and brands like Entenmann’s, with its range of cakes, donuts, muffins, and cookies, are eager to capture a larger share of this market. The opportunity to produce a protein powder that tastes like a beloved treat could significantly benefit Entenmann’s, enhancing brand visibility and drawing attention to its assortment of baked goods. Additionally, consumers can find calcium citrate, with a dosage of 350 mg, in some of these health-focused products, further supporting their nutritional needs while enjoying their favorite flavors.
