# Extra-Spicy Rolled Tortilla Snacks Doritos Dinamita Extra Flamin’ Hot are Spicy and Crunchy By Michael Hemsworth | Published 2025-02-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/doritos-dinamita-extra-flamin-hot References: [scottishgrocer](https://scottishgrocer.co.uk/2025/02/10/doritos-fires-up-on-flavour-with-spicy-new-dinamita-variant/) & [pepsico](https://www.pepsico.co.uk/)  [Doritos](https://www.trendhunter.com/trends/doritos-dinamita) Dinamita Extra Flamin’ Hot are the latest flavor of the [PepsiCo](https://www.trendhunter.com/trends/extra-flamin-hot-snacks)-owned brand's signature snack that's targeted towards satisfying increasing calls for spicy snacks with crunchy texture to boot. The snack starts off with the rolled tortilla chip format of the original, but is dusted in the Extra [Flamin' Hot](https://www.trendhunter.com/trends/hot-cool-ranch) seasoning to give each piece a burst of spiciness and flavor. The snack is arriving only in a 65-gram price-marked pack (PMP) for £1.25 and is targeted towards satisfying the snack preferences of Gen Z shoppers. Head of Marketing for Portfolio Campaigns at PepsiCo Rob Pothier spoke on the Doritos Dinamita Extra Flamin’ Hot snack saying, "The last year has seen us unleash the heat with Extra Flamin’ Hot in the impulse channel, but now it’s time to turn things up another notch. We know that Gen Z are driving the demand for bold and exciting flavours, so we have been on a mission to support retailers in catering to these shoppers through our Extra Flamin’ Hot brand, effectively working to future-proof the category with new and innovative offerings." ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 48% | Activity: 48% | Freshness: 35% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Heat-driven Snack Demand:** A surge in popularity of spicy snacks is fueling demand for new flavor innovations that captivate adventurous taste buds of younger demographics. - **Gen Z-oriented Product Development:** Tailoring products to meet the adventurous palettes of Gen Z is becoming a strategic initiative in the snack food sector, driving businesses to rethink traditional offerings. - **Spicy Convenience Packaging:** Compact and price-marked packaging solutions for spicy snacks are gaining traction, aligning with the purchasing behaviors of on-the-go, cost-conscious consumers. ### Who This Affects Most - **Spicy Snack Industry:** Manufacturers in the spicy snack sector are innovating with intense flavors and new formats to capture the rising consumer interest in bold and fiery taste experiences. - **Confectionery and Snack Foods:** The snack food industry is trending towards diversity in product offerings with an emphasis on uniqueness and cravable experiences that cater to varied consumer demands. - **Food Packaging Design:** The design of snack packaging is evolving to not only enhance convenience and appeal but also communicate value immediately to impulsive and trend-driven consumers. ## Related on Trend Hunter - [Spicy Snack Range Expansions](https://www.trendhunter.com/trends/doritos-dinamita.md) - [Spicy Consumer-Driven Snacks](https://www.trendhunter.com/trends/extra-flamin-hot-snacks.md) - [Flavor Duality Snack Chips](https://www.trendhunter.com/trends/doritos-flamin-hot-cool-ranch.md) - [Extra-Spicy Crisp Flavors](https://www.trendhunter.com/trends/walkers-extra-flamin-hot.md) - [Pizza-Flavored Tortilla Chips](https://www.trendhunter.com/trends/doritos-loaded-pepperoni-pizza.md) - [Sour Spice Snack Chips](https://www.trendhunter.com/trends/doritos-roulette-flamin-hot-limon.md) - [Spicy Chip-Based Nachos](https://www.trendhunter.com/trends/chorizo-nachos.md) - [Spicy Cuisine Snack Chips](https://www.trendhunter.com/trends/pringles-hot.md) - [Extra-Spicy Corn Chip Snacks](https://www.trendhunter.com/trends/fritos-flamin-hot-barbq.md)