Calbee Wings Indonesia has launched its latest Japota Nipis Pedas, or spicy lime potato chips featuring lime leaf bits. This innovation combines the spicy taste, which is popular with consumers, with the refreshing taste of lime.
What we are seeing is the taming of the heat in spicy flavour. On the one hand, consumers are challenging themselves to extremely spicy tastes. There are also consumers who want a more accessible spicy taste, which is where the sweet heat “swicy” trend is gaining popularity, especially in the West.
