To help heat-seeking consumers more easily find and celebrate the spicy, crunchy Flamin’ Hot chips they love, Frito-Lay's Flamin’ Hot portfolio, encompassing 25 unique products, is coming together as an official brand and stepping out with a fierce new look.  

Throughout 2023, consumers made nearly 400 million trips to add Flamin’ Hot products to their carts, up +31% from 2022. As consumers’ desires for spicy flavors continue to grow, Frito-Lay is taking things up a notch.