# Spicy Crab Pasta Kits Uncle Roger x MìLà’s Creamy Chili Crab Pasta Kits Share Three Heat Levels By Laura McQuarrie | Published 2024-05-13 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/uncle-roger-x-milas References: [nosh](https://www.nosh.com/news/2024/new-products-club-crisps-utz-team-up-with-mikes-hot-honey-chips-ahoy-goes-gluten-free) & [eatmila](https://eatmila.com/products/creamy-chili-crab-pasta)  Comedian Nigel Ng, also known as [Uncle Roger](https://www.trendhunter.com/trends/hot-cooked-bowls), teamed up with authentic Chinese street food brand [MìLà](https://www.trendhunter.com/trends/spicy-dan-dan-noodles) to launch a limited-edition Uncle Roger x MìLà’s Creamy Chili Crab Pasta Kit. This kit comes with bundles of bucatini pasta, two [creamy chili crab sauces](https://www.trendhunter.com/trends/carmine) in medium and hot spice levels and a packet of oil made from one of the hottest peppers on the planet, the Carolina Reaper. Inspired by the taste of chili crab in Uncle Roger’s native Malaysia, this kit is full of bold flavors that are enhanced with aromatic garlic and lemongrass. Fans of spicy flavors can easily customize the pasta to their liking, and a friend or partner can also enjoy their share without being overwhelmed by spicy flavors if that's not their preference. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 63% | Activity: 46% | Freshness: 24% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Collaborative Food Products:** Brands are teaming up with influencers to create unique, limited-edition food products that cater to niche markets and generate buzz. - **Customizable Spice Levels:** Products offering adjustable spice levels are emerging to cater to diverse taste preferences within the same household or social group. - **Integration of Exotic Flavors:** The inclusion of exotic and bold flavors from different cultures, like Malaysian chili crab, is gaining traction in mainstream food products. ### Industries Being Reshaped - **Food and Beverage:** The sector is witnessing innovative collaborations and product launches that bring unique cultural flavors to a wider audience through ready-to-make kits. - **Consumer Packaged Goods:** Innovative, customizable food products are disrupting the market by offering tailored culinary experiences that appeal to both spice lovers and those with milder taste preferences. - **Influencer Marketing:** Brand partnerships with popular influencers are creating a new avenue for product promotion and customer engagement by leveraging the influencer's fanbase. ## Related on Trend Hunter - [Extra-Spicy Noodle Cups](https://www.trendhunter.com/trends/asha-x-hot-ones.md) - [Fiery Pasta Sauces](https://www.trendhunter.com/trends/ragu-x-hot-ones.md) - [Chili-Infused Asian Noodles](https://www.trendhunter.com/trends/geki.md) - [Garlic-Rich Chili Toppings](https://www.trendhunter.com/trends/mild-garlic-chili-crunch.md) - [Spicy Macaroni Meals](https://www.trendhunter.com/trends/buldak-mac-cheese.md) - [Chili-Infused Noodle Packets](https://www.trendhunter.com/trends/nissin-hot-spicy-fire-wok.md) - [Hand-Pulled Noodle Kits](https://www.trendhunter.com/trends/hand-pulled-noodle-kit.md) - [Spicy Wavy Noodles](https://www.trendhunter.com/trends/nissin-geki.md) - [Hot Honey Pasta Sauces](https://www.trendhunter.com/trends/calabrian-chili-hot-honey-pasta-sauce.md)