Hungry Howie’s just dropped a flavor bomb, and it’s everything a heat lover could dream of. Meet the TNT Flavored Crust—a limited-time innovation infused with a fiery blend of ghost pepper and habanero. It’s bold. It’s spicy. And it’s only here through September 15 (or while supplies last). But that’s not all.
They’ve also quietly slipped a new secret menu item into the mix: TNT Howie Bread. It’s the brand’s beloved breadsticks, now dressed in heat and ready for the spotlight—if you know how to find it.
This isn’t just a menu update. It’s a full-on flavor strategy. And it’s spicy news for any wholesale buyers, foodservice operators, or ingredient suppliers keeping an eye on where the heat trend is headed next.
What’s new at Hungry Howie’s?
- TNT Flavored Crust launched nationwide on June 23, 2025
- Made with a custom blend of habanero and ghost peppers
- Available through September 15 or while supplies last
- Pairs perfectly with Buffalo Chicken or 3 Cheeser Pepperoni Pleaser
- New TNT Howie Bread available exclusively via the Secret Menu (app, online, or QR code in-store)
- Fans can join Hungry Howie’s Instagram broadcast channel for sneak peeks, giveaways, and a major August 14 announcement
“We’re thrilled to launch the TNT Flavored Crust and give our loyal guests a fresh, flavor-packed option to spice up their summer. The demand for bolder, spicier flavors continues to grow, and this launch is our answer to that trend. We’re always pushing boundaries with our signature Flavored Crusts, and we can’t wait to share what’s coming next.” Jeff Rinke, Vice President of Marketing and Product Development.
Spice is trending—and it’s not slowing down
Let’s talk about the heat wave taking over the food world. From spicy chips to chili-spiked honey, consumer demand for intense, layered heat is growing across categories. Global flavors are having a moment, and pepper varietals—from ghost to Scotch bonnet to Carolina Reaper—are becoming household names.
And it’s not just Gen Z TikTokers doing spicy challenges. According to market insights from FMCG Gurus and Mintel, nearly 7 in 10 consumers now say they prefer bold or spicy flavors when choosing snacks and fast food.
In short? People aren’t playing it safe anymore. They’re chasing adrenaline on a plate.
The summer of spice has officially begun
TNT Crust isn’t just a spicy twist—it’s a business case for ingredient-led innovation. It proves that even the simplest categories (like pizza crust and breadsticks) can go from basic to buzzworthy with the right flavor strategy.
If you’re working in private label development, food manufacturing, or ingredient supply, this is your cue. The opportunity here goes far beyond pizza.
Spicy SKUs on the rise:
- Frozen entrées with hot sauces or pepper crusts
- Spicy snack bases (think tortilla chips or puffed crackers)
- Breaded items with pepper-infused coatings
- Sauces, glazes, and marinades using capsaicin extracts
- Bakery products (hello, jalapeño cornbread and chili focaccia)
Looking to capitalize on the trend? Ingredients like ghost pepper powder, smoked habanero flakes, chili-lime blends, or natural heat enhancers can be offered in bulk or customized formats for retail, foodservice, or R&D pipelines.
Why secret menus (and exclusives) win
TNT Howie Bread’s secret menu status isn’t just a gimmick—it’s a clever tactic. Consumers today love exclusivity. They want to feel in-the-know. Hungry Howie’s is leveraging that by hiding high-heat breadsticks behind app logins and QR codes. The result? Elevated engagement, increased digital orders, and higher perceived value—all from a product that’s already in their system.
It’s a smart reminder that sometimes, all it takes is smart marketing + smart flavor to drive new traffic and purchases.
- Ghost pepper and habanero are hot—literally and commercially.
- Spicy innovation applies across bakery, frozen, snack, and sauce categories.
- Secret drops and LTOs (limited-time offers) are driving engagement and trial.
- Ingredient-first thinking helps even simple products stand out.
- Now’s the time to expand your spicy ingredient offering or source ahead of seasonal spikes.
Wrapping it up: The crust heard ’round the industry
Hungry Howie’s just gave everyone a masterclass in flavor-forward product innovation. With TNT Flavored Crust and secret menu Howie Bread, they’ve reignited the crave for bold, spicy, and exclusive—and your ingredient lineup could be next.
From fast food chains to frozen food aisles, the heat trend is here to stay. Whether you’re sourcing bulk pepper powders, building a private label snack line, or just keeping tabs on what’s next in fast casual, this launch is a clear sign: spice sells.
Want to talk about sourcing ingredients that bring the fire? We’ve got you.Reach out today or explore our bulk spice catalog to bring the TNT energy to your next product.
