From chips to ice creams, rising demand from Gen Z and Gen Alpha fuels a surge in spicy product launches

New Delhi, July 31, 2025 — A new flavor revolution is simmering in India’s packaged food industry as consumers—especially Gen Z and Gen Alpha—embrace bold, spicy foods like never before. From fiery snacks to chili-flavored ice creams, food manufacturers are turning up the heat to match evolving taste preferences.

PepsiCo India, Nestlé, ITC, Hindustan Unilever, and even QSR giants like KFC and McDonald’s are stepping up innovation in the spice segment. According to Saakshi Menon, CMO of PepsiCo India, “There’s a growing appetite for bolder, more intense flavors. We’re seeing increased experimentation among consumers, and this is influencing our product development.”

Kurkure and Lays have launched new variants with intense spice blends that reflect regional tastes. Companies are tailoring products to specific zones, such as southern India’s love for chili or eastern regions’ inclination toward pungent flavors.

Even fast food chains are tapping into the spice wave. Burger King and McDonald’s India have added locally spiced burgers and wraps to their menus. Meanwhile, Wow! Momo Foods reported that 1 in 3 of its new product trials over the past year were spicy. “Spice has become the new normal,” said Sagar Daryani, co-founder of the brand. “We now make over 30% of our momo range with bold spice profiles.”

Nestlé India is also joining the trend.The brand has expanded its Maggi line with spicier variants like chili-tomato and peri-peri, tailored for Gen Z palates. The company is also experimenting with spice-infused ice creams under premium offerings.

Moreover, the trend extends beyond urban youth.. Tier-2 and Tier-3 cities are also showing growing interest in bold flavors, giving rise to local competitors challenging big brands with hyper-regional offerings.

Experts suggest that the Indian palate is undergoing a significant shift. “Spices are no longer just about tradition—they now drive innovation,” said a senior food consultant. As the festive season nears, consumers are set to boost demand for spicy, indulgent packaged foods.

As competition heats up, food brands are investing in R&D to deliver spicy offerings that are not just hot—but flavorful, diverse, and exciting.

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