@tsarstepan,
Britain long had a reputation as being the home of bland foods, all that changed with the influx of immigrants from the Indian sub continent. Now chillies are extremely popular. This is the sauce I'm using at the moment, it's extremely hot.
There's normally a chilli and cheese festival around here each year and I buy something from one of the small growers, which like the above is probably something that's unknown outside of the UK.
Above images from the Winchester Cheese and Chilli festival which I've visited twice.
These ones are from the Dorset chilli festival which I've yet to visit. I'll probably go this year.