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Takis®, the snack brand best known for its high-heat Fuego profile, has announced a major strategic pivot with the launch of six new rolled tortilla chip flavours. Hitting shelves nationwide starting February 9, the launch is anchored by a new campaign—"All Intense, Not All Spicy"—which seeks to decouple the brand's identity from extreme heat alone, expanding its Total Addressable Market (TAM) to include consumers seeking bold flavour without the burn.

The new lineup spans the entire "heat-o-meter," ranging from Zero Heat to Hot, and includes two high-profile retailer exclusives designed to drive footfall at Walmart and Kroger.

Intensity Beyond Heat

For years, Takis has defined the "hot chip" category. This expansion acknowledges a saturation point in the extreme-heat segment and pivots toward flavour complexity. By introducing "Zero Heat" and "Mild" options, Takis aims to retain brand loyalty among consumers with lower spice tolerance while maintaining its reputation for intensity through acidity, savoriness, and texture.

Sandra Kirkpatrick, Senior Director of Marketing at Takis, explained the positioning: "From zero heat to hot, this new lineup allows us to reach consumers and delivers craveable flavours for every taste preference—giving snackers more ways to experience Takis snacks in a way that matches their intensity."

Clean Label Commitment: Removal of Artificial Colours

In a significant operational shift, the new flavours represent the first step in a broader initiative to remove artificial colours across the entire Takis portfolio by the end of 2026. This move addresses growing consumer and regulatory scrutiny regarding artificial dyes in snack foods, positioning the brand as a leader in the "cleaner indulgence" space without compromising on visual impact.

Product Lineup and Retailer Exclusives

The rollout includes four national SKUs and two channel-specific exclusives, leveraging current flavour trends such as "swicy" (sweet/spicy) and pickle.

National Launch:

• Xtreme Lime™ (Zero Heat): A citrus-forward profile capitalising on the lime trend without the chilli.

• Smokin' BBQ (Mild): A savoury, smoky entry into the classic BBQ segment.

• Pickle Punch (Medium): Tapping into the viral pickle flavour trend with a high-acidity brine profile.

• Jalapeño (Hot): A herbaceous green pepper profile for traditional spice lovers.

Retailer Exclusives:

• Hot Honey (Hot) – Exclusive to Walmart: Capitalising on the "swicy" trend, blending honey sweetness with lingering heat.

• Crazy Buffalo (Medium) – Exclusive to Kroger: A wing-night inspired fusion of tangy buffalo sauce and creamy notes.

Commercial Details

The new range is available in 3.25 oz and 9.9 oz sizes, catering to both the impulse/convenience channel and the take-home grocery occasion.