Luray Peanut Co. has launched Texas Pete-flavored boiled peanuts with a 12-oz grab-and-go bag. Pairing boiled peanuts with the cayenne-forward flavor of Texas Pete hot sauce creates a “spicy and tangy take on a traditional Southern snack,” the companies say.

Recognizable flavor partnerships can help convenience retailers introduce new products that lean into a familiar brand to support an unfamiliar one. The Texas Pete name may encourage trial among shoppers familiar with the hot sauce brand.

Lauren Flexon, CEO of Luray Peanut Company, said the companies developed the product to preserve the familiar character of boiled peanuts while adding Texas Pete’s approachable heat. Katie Chaffin, director of marketing for Texas Pete parent company Garner Foods, said the collaboration extends the hot sauce brand’s flavor to a classic Southern product.

Luray will also offer the product in 2- and 5-lb bags for retail and foodservice.