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Blue Diamond Launches the #28XTREMES Challenge

·3 min read

The new social media campaign challenges heat-seekers to put their tastebuds to the test

SACRAMENTO, Calif., Jun 14, 2021--(BUSINESS WIRE)--In April, Blue Diamond launched its new line of spicy Blue Diamond XTREMES™ almonds, and things are heating up today with the announcement of the #28XTREMES Challenge** on TikTok and other social media platforms.

The Blue Diamond #28XTREMES Challenge** asks heat-seekers to put their tastebuds to the test by eating 28 Blue Diamond XTREMES™ almonds in a row. Fearless participants can post their videos to TikTok using the hashtag #28XTREMES to showcase their attempt at conquering the fiery flavor rush and are encouraged to challenge other heat-seekers to participate.

To help launch the campaign, Blue Diamond teamed up a variety of social media stars including The Cheeky Boyos who are known for their hilarious TikTok videos and adventurous personalities. The TikTok duo attempted the #28XTREMES Challenge**, and their video can be viewed by fans now on The Cheeky Boyos TikTok page.

"Blue Diamond XTREMES™ almonds are a superfood* for spice lovers who love both heat and flavor. XTREMES are the hottest flavor line in the portfolio and deliver a mouth-blazing satisfaction that heat-seekers can’t find just anywhere, making it perfect for the #28XTREMES Challenge**," said Suzanne Hagener, Vice President of Brand Marketing at Blue Diamond. "The Cheeky Boyos are foodies who embody the XTREMES heat-seeking spirit. We are so excited to be partnering with them, and we can’t wait for our fans see their #28XTREMES Challenge experience."

Available in three super-hot flavors: Cayenne Pepper Flavored (Hot), Ghost Pepper Flavored (Hotter) and Carolina Reaper Flavored (Hottest), Blue Diamond XTREMES™ are made with real peppers and have a spicy flavor rush that takes snacking to the next level. These almonds are the Super Spicy Superfood* as 28 almonds have 5g of plant protein and are an excellent source of antioxidant Vitamin E and a good source of Magnesium.

Blue Diamond XTREMES™ are available online and in major retails nationwide in 6oz cans for a suggested retail price of $3.49.

For more information, visit the #28XTREMES Challenge page and follow @BlueDiamond on TikTok.

*28 almonds have 5g plant protein and are an excellent source of antioxidant Vitamin E and a good source Magnesium.

**Blue Diamond XTREMES™ Almonds are very HOT and SPICY! DO NOT take the XTREMES challenge if you are sensitive to hot and spicy foods. IF YOU TAKE THE XTREMES CHALLENGE YOU ARE DOING SO AT YOUR OWN RISK! Learn more about the #28XTREMES Challenge disclaimers here.

About Blue Diamond

Blue Diamond Growers, a grower-owned cooperative representing over 3,000 of California’s almond growers, is the world’s leading almond marketer and processor. Established in 1910, it created the California almond industry and opened world markets for almonds. Blue Diamond is dedicated to delivering the benefits of almonds around the world and does so by providing high-quality almonds, almond ingredients, and branded products. Headquartered in Sacramento, the company employs more than 1,800 people throughout its processing plants, receiving stations and gift shops. To learn more about Blue Diamond Growers, visit and follow the company on Facebook, Instagram, LinkedIn and Twitter.

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Cori Zack
Access for Blue Diamond

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