LOS ANGELES, Feb 15 — Young, bold taste buds with high thresholds for heat and spice are spawning a new generation of snack foods that don’t shy away from fiery flavours.

It’s one of a few distinctive snack trends emerging out of the US, says Euromonitor in a report released in conjunction with National Snack Food Month.

The designation was created by the country’s snack industry to promote sales during a month of the year when snack food consumption is traditionally low. National Snack Food Month kicked off on Super Bowl Sunday.

When it comes to kicking up the munchies, spicy chili and pepper flavours have seen dramatic growth in recent years, says Euromonitor, citing Frito-Lay as a prime example. Last year, the snack food giant partnered with hot sauce brand Tapatio to create a series of flavours for their Doritos, Fritos and Ruffles chips brands.

Hot sauce brand Tabasco has also lent its flavours to Cheez-It, savoury crackers baked with their Green Pepper Sauce, and Zapp’s Spicy Creole Tomato Potato Chips.

New products that offer consumers something new, such as pretzel crisps and popchips, are also proving popular. Popchips, based out of San Francisco, are made by applying heat and pressure to potatoes for a low-calorie alternative to deep-fried chips.

The brand is endorsed by actor Ashton Kutcher, who’s the company’s “President of Pop Culture”.

And while chips and crisps are the most popular snack foods in the US, healthy snackers are also turning to dried fruit and nuts to satisfy the mid-afternoon cravings, Euromonitor says. — Relaxnews