Things will get hot in 2021. Like, tongue-numbingly hot. Pinners will bring the heat in the kitchen with spiced-up recipes and zesty creations. Because salt and pepper just doesn’t cut it anymore.

Help Pinners turn everyday meals into flavor adventures. Food brands can play to different taste profiles by adding a “spice-meter” on their creative assets. Beverage brands can promote food and drink pairings to help Pinners cool their mouths after a hit of jalapeño. Home appliance and electronic brands can show Pinners how to turn their kitchen basics into flavor makers. And vitamin brands can promote digestive aids to help Pinners enjoy spicy foods with ease.