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Pepsi is selling milk shots to those who can't handle the heat of its 'Extra Flamin' Hot' spicy snacks


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PepsiCo has decided to sell milk shots alongside its newest ‘Extra Flamin’ Hot’ spicy snacks. This decision comes in response to the heat of the new snack proving too much for some snack lovers.

 

The latest snack brand from PepsiCo, ‘Extra Flamin’ Hot’, went on sale in the UK last week. The hot new flavor, available across the Walkers MAX, Doritos, and Wotsits Crunchy range, has been given ‘spicy’ reviews. To counteract the heat, PepsiCo has decided to sell milk miniatures, known as ‘Not Extra Flamin’ Hot Milk’, alongside the snacks.

 

Milk was chosen as an antidote to the heat of ‘Extra Flamin’ Hot’ crisps due to its spice-neutralising properties. “Milk contains a protein called casein, which can break down capsaicin in the same way that soap cuts through grease”, explained Dr. Paolo Salify, Extra Flamin’ Hot’s Director of Heat Transference.

 

Interestingly, ‘Extra Flamin’ Hot’ has conducted research to show the parts of the country that can handle the heat of the spicy new snack. It revealed that those from Glasgow are the biggest lovers of spice in the UK, with two-thirds (67%) claiming to either like or love spicy food. Meanwhile, those in Belfast, Northern Ireland like it the least - 41% have either a low, or no tolerance to spicy food.

 

The milk shots are expected to hit the shelves today (April Fool’s!) and will be on sale for “as long it takes for the British taste buds to mature to the spice”.

 

 

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Image: PepsiCo / GlobeNewswire

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