Not Extra Flamin’ Hot Milk – Can Brits Take the Heat? (Nudge, Nudge, Wink, Wink)

Forget your deep-fried Mars bar or peanut butter and jelly sandwich, the latest crazy culinary combo doing the rounds in the United Kingdom is milk and crisps.

The newest snack brand from PepsiCo, Extra Flamin’ Hot went on sale in the United Kingdom last week.  Maybe. The hot new flavor, available across the Walkers MAX, Doritos and Wotsits Crunchy range, has been given “spicy” reviews by some snack lovers for whom the heat has proved too much.

To douse rising temperatures, bosses have decided to sell milk miniatures alongside the snacks … although readers should bear in mind that the news is being released on April Fools Day where members of the public, alongside organizations and brands, play pranks on the public.

The Not Extra Flamin’ Hot Milk will hit the shelves Monday April 1, and be on sale for “as long it takes for the British taste buds to mature to the spice”, said Dalila Fops Roy, head of brand innovation.

With its spice-neutralizing properties, milk was chosen as an antidote to the heat of Extra Flamin’ Hot crisps.

“Milk contains a protein called casein, which can break down capsaicin in the same way that soap cuts through grease,” said Dr. Paolo Salify, director of heat transference.

To accompany the April Fools prank, Extra Flamin’ Hot has undertaken (real) research to show the parts of the country that can handle the heat of the spicy new snack. It shows that those from Glasgow are the biggest lovers of spice in the United Kingdom, with two thirds (67 percent) claiming to either like or love spicy food. Meanwhile those in Belfast, Northern Ireland, like it the least – 41 percent have either a low, or no tolerance to spicy food.

“We have been considering a milk miniature to sell alongside Extra Flamin’ Hot Wotsits Crunchy, Doritos and Walkers MAX for some time,” Salify said. “With the arrival of this new data, we decided to expedite that decision and get it on the shelves as quickly as possible.”

Not Extra Flamin’ Hot Milk will go on sale initially in Belfast, and a nationwide roll out is expected to come in the coming days and weeks … or not!

Happy April Fools Day from your friends at Gourmet News.