Iceland has set a precedent in the UK supermarket sector by introducing age restrictions on food products.
- Two new spicy ready meals made with Pepper X, the world’s hottest chilli, require customers to be at least 18 years old to purchase.
- Pepper X boasts a Scoville heat unit measurement of 2.69 million, dramatically surpassing the heat level of jalapeños.
- The introduction is part of a broader Halloween range expansion, marking a significant increase in product offerings from Iceland.
- The meals are priced at £4 each, and customers must provide ID at checkout to verify their age.
Iceland has made headlines as the first UK supermarket to enforce an age restriction on ready meals. This move involves two spicy dishes that incorporate Pepper X, known as the world’s hottest pepper. The meals, Pepper X Chicken Tikka Masala and Pepper X Chilli Mac & Cheese, are designed for adult consumption only, given their extreme heat level.
The pepper, created by Smokin’ Ed Currie, registers an astounding 2.69 million Scoville heat units. To contextualise, this makes Pepper X approximately 53,760% hotter than a jalapeño. Such extreme heat is why Iceland has chosen to implement the ‘over 18s’ restriction, ensuring that only those who are well-acquainted with extremely spicy foods take on this fiery challenge.
Customers interested in purchasing these meals will need to present identification at the checkout. Priced at £4 each, the meals are part of Iceland’s new range that not only aims to meet customer demands for more intense spice experiences but also aligns with their largest-ever Halloween range. This seasonal expansion includes 118 products, representing a substantial 298% increase compared to the previous year.
Matthew Worsley, head development chef at Iceland, stated that the new range is a response to customer requests for hotter products. He emphasized the intensity of the Pepper X range, noting its fiery nature and stating, “With intense heat comes great responsibility.” The age restriction is thus a measure to ensure safe consumption by seasoned spice enthusiasts.
Iceland’s introduction of an age restriction on these spicy meals reflects a strategic response to consumer demand for high-heat products while prioritising safety.
