--- ---  # Sriracha Pringles Are Here  by [Olivia B. Waxman](https://time.com/author/olivia-b-waxman/)  ## Olivia B. Waxman Staff Writer Mar 4, 2014 5:36 PM UTC  Kellogg  by [Olivia B. Waxman](https://time.com/author/olivia-b-waxman/)  ## Olivia B. Waxman Staff Writer Mar 4, 2014 5:36 PM UTC Sriracha is a new Pringles flavor and is only available at [Walmart](http://www.walmart.com/ip/Pringles-Sriracha-Asian-Chili-Sauce-Potato-Crisps-5.96-oz/35137210#Item+Description), Kellogg has confirmed to TIME. The product started shipping at the end of February. The market has already been peppered with sriracha-flavored [vodka](http://newsfeed.time.com/2013/12/03/now-you-can-get-drunk-off-sriracha/) and [candy canes](http://newsfeed.time.com/2013/11/07/swap-out-regular-candy-canes-with-these-sriracha-ones-to-ruin-christmas/), and even inspired a new kind of [Lay’s chip](http://www.seriouseats.com/2013/02/new-sriracha-chips-lays-chicken-and-waffles-garlic-bread.html) and [Subway](http://www.subway.com/menu/product.aspx?CC=USA&LC=ENG&MenuTypeId=1&MenuId=35&ProductId=276) sandwich. In December, food safety regulations prompted fears of a [shortage](http://newsfeed.time.com/2013/12/12/7-foods-in-danger-during-the-sriracha-shortage/), making the condiment even more of an “IT” ingredient, as TIME [wrote](http://business.time.com/2014/01/03/why-spicy-is-the-most-profitable-new-trend-in-food/) in January. The article also noted that changing demographics and consumer tastes have been more receptive to spicy flavors over the last few years: --- > “” --- Indeed, as Quartz [reported](http://qz.com/132738/the-highly-unusual-company-behind-siracha-the-worlds-coolest-hot-sauce/) in Oct. 2013, hot sauce is one of the top 10 fastest growing industries in the U.S., boasting more than $1 billion in global sales. Perhaps another reason sriracha has become so desirable is because it literally makes its fans happier. From a scientific standpoint, the satisfying, irresistible taste has to do with a molecule in the red chilies called capsaicin, [according to](https://www.youtube.com/watch?v=U2DJN0gnuI8) the American Chemical Society: “The body responds to capsaicin’s burn by releasing a pain-killing endorphin rush, kind of like the one a jogger feels after a long run.” But will sriracha Pringles make consumers this happy, too? (h/t [The Impulsive Buy](http://www.theimpulsivebuy.com/wordpress/2014/02/26/spotted-on-shelves-sriracha-pringles-walmart-exclusive/) via [The Consumerist](http://consumerist.com/2014/02/27/sriracha-flavored-pringles-now-available-only-at-walmart/)) **MORE:** [You Don’t Really Need Sriracha Aged in Whiskey Barrels, But You Probably Want It](http://newsfeed.time.com/2014/02/03/you-dont-really-need-sriracha-aged-in-whiskey-barrels-but-you-probably-want-it/) **MORE:** [Now You Can Get Drunk Off Sriracha](http://newsfeed.time.com/2013/12/03/now-you-can-get-drunk-off-sriracha/) **LIST:** [7 Foods in Danger During the Sriracha Shortage](http://newsfeed.time.com/2013/12/12/7-foods-in-danger-during-the-sriracha-shortage/) Sriracha Pringles Now Available at Walmart ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/12362/sriracha-pringles-are-here/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/12362/sriracha-pringles-are-here/"},"headline":"Sriracha Pringles Are Here","datePublished":"2014-03-04T17:36:49.000Z","dateModified":"2026-04-13T07:07:27.289Z","description":"Only at Walmart","url":"https://time.com/12362/sriracha-pringles-are-here/","keywords":["Newsfeed","Food & Drink","Business topic"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt7f638bbedb9f9f2d/698683d6810bbba2d9c9048f/0003800011344_500x500-1.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Olivia B. 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