Mexicans love spicy, for them spicy is part of the culture, because they are sensation seekers. Transforming spicy snacks into much more than a flavor, transforming them into a challenge.

From mapping this habit, we discovered that, although there is a unit in the world capable of measuring the degree of pungency of food, in the streets of Mexico there is a unit of measurement of its own. And that unit of measurement are the "groserías" "swearword" that all Mexicans say after enchilarse.

And that is precisely what this story of Xtra Flamin´Hot snacks is about.