The chilli craze: Why Halloween and heat go hand in hand
The growing trend for chilli-laden products taps into the psychology of consumers seeking out bold, sensory experiences.
While Halloween is typically associated with sweets and chocolates, it’s also becoming known for its tie-in with spicy new product development (NPD), as brands explore ever bolder flavors to add a thrilling twist to the season.
Halloween is about experiencing fear and fun, and the burning sensation from chilli mirrors that excitement. The rise of ghost pepper as an ingredient symbolizes a culinary dare, pushing consumers out of their comfort zones and adding an extra layer of thrill to their food experience.
Brands understand that spice lovers enjoy testing their heat tolerance, and the season’s theme of daring challenges perfectly taps into this appetite for experimentation.
Halloween NPD is also perfectly poised to sport visually dramatic packaging, and fiery imagery goes hand in hand with the overall Halloween ‘costume’ for the palate.
And it’s obvious that as the weather turns chilly, people naturally crave warmth. Beyond the dare and the excitement – spicy snacks provide an internal heat that complements the cooler temperatures.
Subway heats up Halloween with Ghost Pepper Bread
Subway’s latest release aligns with the Halloween ethos.
The limited-edition bread is a fiery fusion of ghost pepper, habanero and paprika-seasoned panko breadcrumbs, topped with Monterey cheddar and jalapeño slices. After more than a year of development by Subway’s culinary team, the bread is baked fresh daily and promises to deliver a spicy kick that’s perfect for elevating any sandwich filling.
“It’s been three years since Subway added a new sub bread to our menu, so we wanted to surprise our guests with something unexpected and capable of elevating every sub on our menu,” said Paul Fabre, SVP of culinary and innovation at Subway.
“Spicy food is wildly popular and our guests have told us they are craving more spice on our menu. Subway’s new Ghost Pepper Bread opens up so many delicious possibilities to try, whether you are looking for a hearty kick on your favorite sandwich or maximum heat from our spiciest subs yet.”
The growing demand for hotter and hotter flavors
Spicy foods have been on the rise for several years, driven by several factors, from global culinary trends to social media challenges. Consumers are not only seeking bold flavors but also the thrill that comes from enduring extreme heat. The use of ghost peppers in particular – one of the hottest peppers in the world – signals a desire for more intense experiences.
The global chilli market – including various types like dried, fresh and processed products – was valued at around $46.6 billion in 2023. The dried chilli segment alone is projected to reach $1.61bn in 2024, with a 6.11% CAGR to 2029, according to Mordor Intelligence.
The craze for chilli-infused products reflects broader cultural trends. Globalization has made once-exotic cuisines featuring heat staples – like Mexican, Thai and Indian – more accessible. Social media platforms – particularly TikTok and Instagram – have also played a significant role in popularizing spicy foods. Viral challenges – like eating ghost pepper or Carolina Reaper products – engage younger generations, turning consumption into a social event.
What’s the deal with ghost peppers?
The choice of ghost peppers in Halloween NPD isn’t accidental. Ghost peppers (Bhut Jolokai) are notorious for their extreme heat, measuring over one million Scoville heat units (SHU). For comparison, a jalapeño pepper sits between 2,500 and 8,000 SHU. This makes ghost pepper products feel like a daring challenge, adding to the thrill.
Developed in India, they were once recognized as the world’s hottest pepper. The heat comes from capsaicin, a chemical compound that triggers heat receptors in the mouth and throat, creating that burning sensation.
Ghost peppers also offer a fruity flavor that balances well with the heat, making them a versatile ingredient for innovative recipes. As consumers grow more adventurous with their palettes, brands are increasingly utilizing ghost peppers to stand out in a competitive market.
Spicy innovations: Ghost pepper NPD
Subway isn’t the only brand leveraging heat for Halloween. Several other producers have also pushed the envelope with ghost pepper-infused releases.
Rolling out in select retailers across the US this year is Hormel’s Ghost Reaper Chili. This limited-edition chili combines ghost pepper and Carolina Reaper, creating a product with up to 3 million SHU. Hormel’s Ghost Reaper Chili is designed for extreme heat lovers and is perfect as a spicy addition to nachos, chili bread or empanadas.
Last year, Baskin-Robbins introduced an unexpected blend of white chocolate ghost pepper ice cream, dark chocolat, and blood orange flakes. The sweet-meets-heat combo of Spicy ‘n Spooky Ice Cream added a haunting twist to its Halloween lineup, providing a chilling yet fiery treat.
Back in 2020, Dunkin’ spiced up Halloween with a yeast donut covered in strawberry icing, cayenne and ghost pepper flakes, which became an immediate seasonal favorite.
Additionally, Cheetos Flamin’ Hot Smoky Ghost Pepper Puffs made a return in 2023 and are available through 2024. These puffs elevate the traditional Flamin’ Hot line with the added smoky flavor and intense heat of ghost peppers, appealing to snack enthusiasts seeking a next-level spicy challenge
These products reflect the growing trend for incorporating ghost peppers into snacks, catering to consumers who crave bold, spicy experiences. They’re typically available for a limited time, aligning with seasonal promotions like Halloween to enhance their appeal.
When hot products go too far
Intensely spicy product launches might captivate adventurous consumers, but some have led to serious – and even tragic – consequences.
The Paqui One Chip Challenge became infamous for using ghost pepper and Carolina Reaper, two of the hottest peppers on the Scoville scale. In 2023, the challenge turned deadly when 14-year-old Harris Wolobah died after consuming the chip. Despite clear warnings, the challenge went viral, enticing many unprepared participants to push their limits, resulting in severe health issues and ultimately, the product's recall.
Similarly, the Death Nut Challenge, first introduced in 2017 by Blazing Foods, involves eating peanuts coated with progressively hotter blends of some of the world’s spiciest chilies, including the Carolina Reaper, Ghost Pepper and Scorpion Pepper. The final level, called ‘The Death Nut’, features peanuts coated in Carolina Reaper mixed with Pepper X, an even hotter chili. Though popular among spice enthusiasts, this challenge has raised safety concerns.
It’s been widely documented that peppers like the Trinidad Scorpion and Carolina Reaper can cause serious health effects, including burns and severe gastrointestinal distress, nausea, excessive sweating and difficulty breathing. particularly for those unfamiliar with their intensity or with pre-existing health conditions. In some cases, participants have needed medical attention for capsaicin overload.
Despite these risks, the Death Nut Challenge remains on the market, available online and through specialty retailers. While the product comes with warnings against consumption by those with heart conditions or low spice tolerance, it continues to attract thrill-seekers.
Another example is Doritos Roulette, which mixes regular Nacho Cheese Doritos with ultra-spicy chips. First launched in 2015, the product has made several returns, including in 2023. While fans enjoy the unpredictability, complaints of burns and discomfort have surfaced.
