Iceland Foods Introduces Age-Restricted Ready Meals Infused with World's Hottest Pepper
Iceland Foods introduces two new spicy ready meals featuring the intense Pepper X, imposing an age restriction for customers eager to test their tolerance for heat.
Iceland Foods is set to create a fiery sensation in the UK's supermarket aisles with the launch of two new ready meals crafted with the world's hottest pepper, Pepper X. The products, a Chicken Tikka Masala and a Chilli Mac & Cheese, will make their debut on Thursday, 10 October in select Iceland and The Food Warehouse locations. A complete rollout, including online availability, is expected by Monday, 14 October.
Pepper X, known for its blistering heat level of 2.69 million Scoville heat units, dramatically surpasses the heat of a jalapeño by a staggering 53,760%. Due to the intensity of the spice, Iceland Foods has implemented an unprecedented move by becoming the first UK supermarket to impose an age restriction on ready meals. To purchase these sizzling dishes, customers must be 18 years or older.
Matthew Worsley, Iceland Foods' Head Development Chef, expressed enthusiasm about the new line, stating, "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 explained that, given the extreme heat of the Pepper X meals, age restrictions were put in place to ensure only the most seasoned spice enthusiasts attempt the culinary challenge.
This fiery pepper is the creation of Smokin’ Ed Currie, who also developed the renowned Carolina Reaper. In 2023, Pepper X earned the Guinness World Record title for the World's Hottest Chilli. Until now, the formidable pepper was only available in sauce form, reserved for the bravest of spice lovers. Last year, only five individuals ventured to try Pepper X in its raw form.
Iceland Foods is taking the initiative to ensure that staff in stores are prepared for the popularity these meals are likely to generate. Employees will be on high alert to verify customer IDs at checkout, maintaining adherence to the newly imposed age restriction policy.
With this launch, Iceland Foods is appealing to a niche market of extreme spice aficionados eager to test their limits with the most fiery iterations of classic comfort foods. Pepper X's transition from a novelty hot sauce ingredient to a mainstay in supermarket ready meals marks a new chapter in the evolving world of spicy cuisine, promising a unique, albeit intense, gastronomic experience.
2024 awards
This year, Iceland Foods have 8 products in the Quality Food Awards shortlist:
- Iceland Luxury Aberdeen Angus XL Cheeseburgers, ABP
- Iceland Luxury Mediterranean Seabass Fillets
- Iceland 2 Pack Ridiculously Crispy Plate Sized Hash Browns
- Iceland Cathedral City 6 Pack Hash Brown Pockets
- Iceland Ridiculously Crispy Thin Cut French Fries
- Iceland Glazed Teriyaki Skewers
- Iceland Glazed Teriyaki Skewers
- Iceland Hot and Spicy Chicken Ribs
- Iceland Zing Mini Fillets
Discover the full shortlist here.
A celebration of the UK food industry
This year, after a series of successful virtual events, the Quality Food Awards returns to a live format, bringing together top brands, retailers, suppliers, and industry experts in a vibrant and engaging setting. The 2024 event introduces a new hybrid format:
- Networking Space: A lively standing reception with cocktails, canapés featuring products from shortlisted companies, and entertainment. This space is designed to foster connections and discussions.
- Awards Space: A theatre-style awards presentation with informal seating. Categories will be awarded in segments, allowing attendees to focus on their specific sectors of interest.
