Iceland has made headlines by launching its first ‘over 18’ spicy ready meals, featuring the intense Pepper X.
- The new meals, Pepper X Chicken Tikka Masala and Pepper X Chilli Mac & Cheese, demand proof of age before purchase.
- Pepper X, the world’s hottest chilli, is the key ingredient, boasting a heat level of 2.69 million Scoville units.
- This initiative makes Iceland the first UK supermarket to set age restrictions on food products.
- Iceland’s Halloween range expands with 118 products, reflecting a significant increase in their seasonal offering.
Iceland has made a bold move by introducing two new ready meals that feature Pepper X, known as the world’s hottest chilli. Notably, this innovation marks the grocer’s first venture into ‘over 18’ food products. The Pepper X range sets a new standard for spice enthusiasts in the UK supermarket sector, requiring customers to verify their age at checkout.
The meals, namely Pepper X Chicken Tikka Masala and Pepper X Chilli Mac & Cheese, are priced at £4 each. These fiery dishes incorporate Pepper X, a chilli developed by Smokin’ Ed Currie, which boasts an impressive 2.69 million Scoville heat units. This makes it significantly hotter than the average jalapeño, promising an intense culinary experience.
Matthew Worsley, Iceland Foods’ head development chef, highlights the customer demand for spicier options, stating: “Our customers love spice, and they are always pushing us to turn up the heat! So, this time we have developed a range that will not disappoint. Our Pepper X range is unlike anything we’ve ever offered to our customers before. It’s intense, it’s fiery and it’s certainly not for the faint-hearted.”
The introduction of these products coincides with the launch of Iceland’s largest ever Halloween range. This expansion includes 118 new products, marking a 298% increase from the previous year. This strategic move not only caters to spice aficionados but also enhances Iceland’s seasonal offerings, reinforcing their market presence.
Iceland’s innovative Pepper X meals set a new precedent in the grocery sector, combining extreme heat with unique age restrictions.
