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Mainstream Food Products Embrace The Spice-Loving Consumer

April 29, 2014: 12:00 AM EST
Spicy is where it’s at these days, especially if you are a young, Hispanic or older consumer looking to sharpen your age-dampened sense of taste. Research has found – and food companies are responding to the fact – that people who like spicy foods for the endorphin-triggering experience tend to be loyal buyers. New mainstream products providing a spicy kick include Helper Bold from General Mills, a product line that includes flavors like Firehouse Chili Macaroni. Bumble Bee is selling canned tuna with chipotle or jalapeños, and Kraft is marketing sliced cheese laced with habanero peppers. Packaging for the spicy cheeses now includes a "heat scale" where five chili peppers warn of the level of spice: from mild (Smoky Chipotle) to extra fiery (Hot Habañero).
Sarah Nassauer, "Why Spicy-Food Lovers Are More Loyal Customers", The Wall Street Journal, April 29, 2014, © Dow Jones & Company, Inc
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