“SOME like it hot,” Tony Curtis told Marilyn Monroe in the 1959 movie of the same name, referring to music. Since then, Americans have grown to like something else — food — even hotter, as evidenced by the popularization of spicy fare like Buffalo chicken wings, made with cayenne pepper hot sauce, reports NYTimes.com.

Now, a hot sauce war has broken out in time for the Super Bowl, perhaps the most snack-centric day of the year. According to a survey from the Retail Advertising and Marketing Association, consumers who plan to watch Super Bowl XLVI on Sunday will spend $11 billion on food and other goodies, compared with the $10.1 billion they said they would spend before Super Bowl XLV last year.

One hot sauce warrior is the McIlhenny Company, which is introducing a seventh flavor in its Tabasco line, Tabasco Buffalo Style hot sauce, joining varieties like the original, known as Tabasco pepper sauce, and chipotle pepper sauce.The new flavor is celebrated in a campaign by Ogilvy West in Los Angeles as “from the people who perfected hot sauce,” offering “classic Buffalo flavor with just the right amount of heat.”

As those ads begin, Tabasco’s principal rival, Frank’s RedHot sauce, is expanding to national television a sassy campaign, previously in print and on radio, that carries the theme “I put that — — on everything.” ( The campaign, with a budget estimated at $15 million, is created by Euro RSCG New York.

In the frank Frank’s commercials, a bleeping sound is heard over the word as it is uttered by a mischievous older woman named Ethel. On screen, her mouth is covered by a splat, as if a censor spilled sauce on the film.