BATTLE CREEK, Mich. – Spice is where the food action is these days, as more consumers are walking on the spicier side — and food manufacturers are taking notice, the Wall Street Journal reports.

Packaged food makers are quickly joining restaurants on the spice bandwagon. For example, General Mills has spiced things up in its Helper Bold, a boxed pasta line with such flavors as Firehouse Chili Macaroni.

Those craving bolder flavors are a mixed group, including young, Hispanic and older consumers. To keep up with the trend, common “bland” foods have received a spice makeover. Bumble Bee has canned tuna with jalapeños or chipotle, while Kraft’s sliced cheese now comes with habanero peppers.

Food makers say the secret to adding spice is to keep the dish’s balance of flavors in order to avoid overwhelming the consumer. “The first element is aroma,” said Amanda Zimlich, culinary director for Hillshire Brands Co. “You want to think about that whole process of chew, chew, swallow and take another bite.”

Packaging reflects the spicier interior of these foods, with Kraft ranking the “heat scale” on its spicy products. Kind also has a “spice meter” on its spicy protein bars.