Iceland introduces age restrictions on meals featuring the world’s hottest pepper, Pepper X, requiring customers to be over 18.
- The two spicy ready meals, Pepper X Chicken Tikka Masala and Pepper X Chilli Mac & Cheese, debut with an age limit in Iceland stores.
- These meals use Pepper X, the hottest chilli pepper, known for a staggering 2.69 million Scoville heat units.
- Customers must show ID to purchase these £4 meals, highlighting their intense spice level.
- This move coincides with Iceland’s expansive Halloween product launch, which has grown significantly since the previous year.
Iceland has set a new precedent by introducing age restrictions for its latest product line of ready meals, featuring the world-renowned Pepper X chilli. This marks the first instance for a UK supermarket to impose such a restriction, underlining the extreme heat and exclusivity of these meals. The products in focus, Pepper X Chicken Tikka Masala and Pepper X Chilli Mac & Cheese, are distinguished not just by their flavours but by their fiery intensity, courtesy of the Pepper X.
Pepper X, celebrated as the hottest chilli on the planet, is a creation by Smokin’ Ed Currie, the mind behind the Carolina Reaper. This chilli commands a formidable heat level measured at 2.69 million Scoville heat units, a staggering representation of its potency when compared to the modest jalapeño pepper. This massive heat factor necessitates care and discretion, as emphasised by Iceland Foods’ head development chef, Matthew Worsley.
Matthew Worsley articulated, “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.” He further highlighted the responsibility accompanying this level of spiciness, which led to limiting the purchase to those aged 18 and above.
The price point for these spicy offerings is set at £4, underscoring the accessibility of such unique products, albeit with the caveat of age verification. This measure ensures that only those with a genuine appreciation or tolerance for extreme spiciness engage with the products.
In addition to the launch of these distinct meals, Iceland has embarked on its most extensive Halloween range to date. With 118 products available, showing a 298% increase from the previous year, the retailer is set to enhance the seasonal shopping experience. This simultaneous launch reinforces Iceland’s commitment to diversifying its product range while prioritising consumer safety and experience.
Iceland’s introduction of age-restricted spicy meals marks a significant innovation in product safety and consumer engagement.
