How brands are turning up the heat on the “everything spicy” trend

One interesting flavor trend that’s been making its way across food and drink is heat. Spicy has spread into virtually every category — snacks, baking, even spirits — sometimes paired with sweetness in the “swicy” (sweet and spicy) combinations driving growth in bakery and confectionery.

It’s also one of the most polarizing flavor territories a brand can play in, which makes it a fascinating test of how consumers respond to bold innovation.

We tested six spicy products across four categories: 

• Planters Garlic Chili Crisp Cashews (Snacks)

• LesserEvil Fiery Hot Organic Popcorn (Snacks)

• Khloud Nacho Protein Chips (Snacks)

• JIFFY Hot Honey Corn Muffin Mix (Baking mix)

• ABSOLUT × TABASCO Chili Pepper Vodka (Spirits)

• Ramsbury Hot Honey Vodka (Spirits)

Here’s what they reveal about how to win with heat.

We tested the products using Zappi’s Innovation System and scored them against the US product innovation norms. We assess each product on two headline measures of potential:

• Breakthrough potential: how much a product will stand out and get noticed, built from how different it is (Distinctiveness) and how superior it is to what’s already available (Advantage).

• Trial potential: how likely consumers are to actually buy, grounded in purchase likelihood.

Spicy flavors are deliberately bold, so we’d expect a strong breakthrough alongside more variable trial. The most useful question isn’t “did it win on both?” but “what does the relationship between breakthrough and trial tell us about this product’s role and audience?”

One last note: The four food products — JIFFY Hot Honey Corn Muffin Mix, Khloud Nacho Protein Chips, LesserEvil Fiery Hot Organic Popcorn and Planters Garlic Chili Crisp Cashews — are compared against the US food norm. The two spirits — ABSOLUT × TABASCO Chili Pepper Vodka and Ramsbury Hot Honey Vodka — are compared against the US alcoholic beverages norm. This means every score reflects how a product performs relative to others in its own category and comparing scores across categories is not recommended.

Heat gets you noticed

If you want to stand out, add spice. Every one of the six products score strongly on breakthrough potential, with the two spicy vodkas topping most US alcohol innovations we’ve tested. But the value of a bold spicy launch isn’t only in the product itself — even when someone won’t buy the fiery version, it works as an eye-catcher and a reminder of the brand, drawing attention that can spill over to the rest of the range. Heat is one of the most reliable ways to cut through a crowded shelf and put your brand back in the frame.

Give people a second reason to buy

The products that convert best use heat as a hook but they don’t rely on it alone. Each paired it with a second, familiar reason to buy: JIFFY with sweet hot-honey flavor, LesserEvil with clean, organic credentials, Khloud with protein and Planters with quality and craft. Sweetness proved the most effective flavor partner to spice — the “swicy” combination gives JIFFY the highest unpriced purchase likelihood (65%) and handed Ramsbury a trial edge over the straight chili-pepper vodka. 

Polarizing is the point

The bold flavors of these products divide opinion: LesserEvil drew the highest Love score of the six (28% vs. 25% norm) while also sitting well above the norm on Dislike — strong feelings at both ends. But polarizing products win by going deep with the people who love them. As a result, we see the most committed audiences being the least price-sensitive: ABSOLUT × TABASCO’s purchase intent barely moves when price appears (Unpriced Purchase likelihood: 48% vs. Priced Purchase Likelihood: 44%). 

JIFFY took its corn muffin mix — an American baking staple in the same little blue box since 1950 — and gave it a contemporary swicy twist.

The hot-honey spin gives a familiar staple a fresh new feel, scoring well above average in distinctiveness (80% vs. 71% norm) and earning the highest advantage score of all four food products (58% vs. 54% norm). 

Consumers frame it as nostalgia made exciting. Here’s what they said they like about it:

• “Everything! I already love the bread, now this extra kick of deliciousness.”

• “I like how it's a different flavor than what you can buy.”

• “The package is nice and different from all the other boxes.”

JIFFY achieves the highest unpriced purchase likelihood of all, coming in above the norm (65% vs. 62% norm)! The swicy combination lowers the barrier that pure heat can create, while the trusted brand makes it safe to try:

• “I’ve always loved hot honey, I throw it on everything, therefore I think I’d like the bold flavor of this.”

• “I like that it is Jiffy, which is a time tested brand.”

• “I like the idea of hot honey. I love all Jiffy brand mixes so I'm sure I would love this also.”

Pairing heat with sweetness and with a much-loved product is what closes the gap between getting noticed and getting bought — and it’s a powerful combination for bringing a bold flavor to a mainstream audience. 

LesserEvil took its organic popcorn positioning and gave it a bold, fiery kick — pairing spice with the clean ingredients its fans already trust.

The fiery flavor on an organic base reads as highly distinctive (80% vs. 71% norm), with advantage in line with the category norm (53% vs. 54% norm).

The heat grabs attention, but the clean-ingredient credentials are what makes it feel like a different proposition rather than just another spicy snack. In consumers’ words:

• "I like that it’s organic, has a bold spicy flavor, and feels like a healthier snack option compared to regular popcorn.”

• “I like that it's a bold better-for-you snack that brings spice without the junk, and it is made with organic popcorn ingredients.”

• “It’s new, and unique compared to other snacks that are currently available.”

The more modest trial score reflects how heat naturally polarizes: unpriced purchase likelihood is 58% (vs. 62% norm) as spice-lovers jump in and spice-avoiders opt out. 

The emotion data captures that as well — LesserEvil has the highest Love score of the six (28% vs. the 25% norm), but also has higher Dislike than the average salty snack.

And we can see both sides in the verbatims — everything from “guilt-free snacking that actually has bold flavor, not just bland “healthy’ taste” to “I like popcorn but this is too spicy.”

The packaging is also an asset here. Consumers called it “eye catching” — and notably, that it makes clear “it is a spicy product.” For a polarizing flavor, design that signals the heat upfront helps!

Chili crisp made its name as an Asian pantry staple and Planters brought that layered heat, garlic and umami crunch to the premium cashew — a globally-inspired flavor aimed at younger, adventurous snackers.

Distinctiveness is well above the norm (81% vs. 71% norm) though advantage sits below it (49% vs. 54% norm). Consumers see the flavor as clearly different, more than dramatically better.

Yet consumers responded to the balance and craft of the flavor, saying things like:

• “Great flavor, crunchy texture, and a nice balance of garlic and spicy chili heat.”

• “I tend to love spices with a crunch so this would be a good combo for me.”

• “I like that it’s different from other flavored cashews.”

Planters’ unpriced purchase likelihood (56%) is in line with the other salty snacks but unlike them, it barely dips once price is applied, dropping just two points to 54%. That price resilience is its real edge and it likely comes from brand trust. 

Because consumers already believe a Planters product will deliver, the price feels justified:

• “It is from Planters. They are a very good older company and know what they are doing.”

• “They look very seasoned and equally salty and delicious.”

In a flavored cashew category full of alternatives, it’s the balanced, well-crafted flavor and the trust in the brand that narrow the breakthrough-to-trial gap — because consumers believe it will actually taste good.

Khloud taps two consumer trends at once: heat and protein.

The nacho-plus-protein combination is in line with the category norm on both distinctiveness (76% vs. 71% norm) and advantage (55% vs. 54% norm) — yet breakthrough potential still comes out strong, because the combination of the two adds up to a concept that stands out. 

Turning an indulgent snack into something with a real benefit gives it an edge — consumers see the protein as both unique and a reason to feel good about snacking:

• “I like that it’s a protein snack that can help with building up protein.”

• "It's the first I’ve seen that is a protein chip… I never knew that existed.”

• “I like the Nacho flavor and I like the fact they have protein in them so they fill you up rather than snacking endlessly on chips.”

Khloud scored 57% (vs. 62% norm) on unpriced purchase likelihood — a sign that the bold flavor narrows the audience. But Khloud is the hardest of the four food products to replace, with fewer consumers seeing good substitutes for it than for any of the other products (Substitutability: 44%).

On top of protein, consumers list other benefits from gluten-free to avocado oil to “Non GMO.”

Texture is its own draw, too. Crunch came through as one of the most-mentioned themes for Khloud, with consumers calling out the “satisfying” and “amazing” crunch — a reminder that in snacking, the texture can matter as much as the contents!

A collaboration between two iconic brands, ABSOLUT × TABASCO brings chili-pepper heat into a premium vodka. 

It earns the highest distinctiveness score of the six (90% vs. 71% norm)! A spicy vodka is an original proposition, and the pairing of two instantly recognizable brands gives it credibility. 

The credibility also comes from how it’s made: the heat is from a natural essence made with the same fermented, aged red-pepper mash used to produce Tabasco sauce — with no added sugar and it’s gluten-free — while the bottle fuses Absolut’s signature shape with Tabasco’s unmistakable diamond label. For the heat-seekers, the excitement is evident:

• “I absolutely love spice. I usually put hot sauce in my beer — never did I imagine a spice liquor. I'm excited to try this!”

• “I like the flavor it has and how you can make other drinks with it. The chili flavor really stands out.”

• “I like that this product contains fresh ingredients in it.”

The more modest trial score reflects a real truth about spicy spirits — it’s a narrower proposition than a spicy snack, and consumers see it as a specific-occasion or cocktail product rather than an everyday buy. As one respondent put it: “It's interesting and great for things like Bloody Marys.”

Though trial is low, the audience it does win is very committed! When price is introduced, purchase intent barely moves — a dip of just 4 points (48% to 44%). 

In other words, the people who want a spicy vodka aren’t put off by the cost.

Ramsbury brings the swicy trend into premium spirits, combining the natural sweetness of its estate-grown honey with a warming kick of red chilli.

In many ways it mirrors ABSOLUT × TABASCO — another spicy spirit that breaks through strongly but converts a narrow audience. Its distinctiveness score is nearly identical (89% vs. 71% norm), confirming how new and different a hot-honey vodka feels. 

And as with ABSOLUT, trial is modest: consumers treat it as a cocktail ingredient and an experiment more than an everyday buy. The appeal centers on versatility and the sweet-heat balance:

• “It sounds like the perfect mix of sweet and heat to make a harmonious twist.”

• “It’s an interesting flavor that I think can suit a lot of unique cocktails.”

• “I love that it’s different, but also sounds enjoyable.”

Where Ramsbury pulls ahead is the sweetness. Its slightly higher unpriced purchase likelihood (53% vs. ABSOLUT's 48%) suggests the sweet in swicy softens the barrier that pure heat creates — the same pattern we saw with JIFFY. As one respondent put it: “I like that it's sweet and has a honey taste.”

Breakthrough potential is consistently strong across the board — clear evidence that heat is an effective way to stand out, whatever the category. But trial potential is far more variable.

JIFFY Corn Muffin Mix is the standout all-rounder — the only product strong on both breakthrough (90) and trial potential (68). The salty snacks scored similarly on trial: LesserEvil Popcorn (Breakthrough: 88; Trial: 25), Khloud Chips (74; 26) and Planters Cashews (69; 21). For all three, a bold flavor narrows the audience but each still wins a clear group who are drawn by more than just the heat. 

When it comes to breakthrough potential, LesserEvil stands out most sharply — its fiery-organic proposition gets it noticed. Khloud’s nacho-protein twist is close behind and Planters takes the safest route to heat with its familiar garlic-and-chili flavor on a premium cashew.

The two vodkas sit at the very top of the alcohol innovations we’ve tested on breakthrough — ABSOLUT × TABASCO (Breakthrough: 100; Trial: 11) and Ramsbury (98; 30) — while also having the lowest trial scores. A polarizing flavor gets noticed by almost everyone but converts a committed few.

So is heat more polarizing as a food product or an alcoholic beverage? Judging by the emotional response, we think the drinks divide people more. The two vodkas drew higher Dislike on average than the four foods, with ABSOLUT × TABASCO generating the strongest Dislike of all six alongside the highest Surprise. 

Our take is that heat is a harder sell in a glass. We instinctively reach for a drink to cool a spicy dish, not intensify it.

What a spicy lineup! Ultimately, heat is a brilliant way to get noticed but rarely appeals to a broad audience. The winners pair it with a second hook and lean into the audience that loves it. 

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