Pringles is extending its 40g portfolio with a hot & spicy variant available from June. Standard packs will be joined by a 59p pricemarked pack at the beginning of August.
Sales of the 40g packs have increased by £3.4m to £12m in the last year (IRI data to year-end 2015), and they’re the fastest growing crisp brand in the top 20, claims Kellogg’s. The firm adds that Pringles brings more incremental shoppers to the category than Quavers, McCoys and Wotsits (Kantar Worldpanel).
The brand has 96% awareness, but Kellogg’s claims that penetration is relatively low. The firm aims to combat this with its current on-pack promotion, which is offering consumers the chance to ‘Win tickets to Rio’.
Nick Dawson, Kellogg’s sales director for the specialty channel, said: “Since taking over the Pringles business in 2012, Kellogg’s has turned the 190g Pringles can into a snacking powerhouse, with yearly sales of almost £200m, making it the biggest brand in the large sharing category.
“But now our attention is turning to the 40g can, which unlocks different in-store opportunities and targets a different shopper.
“Whereas large cans will always be a convenience store staple for big nights in, summer barbecues or parties, the smaller can is great for impulsive snacking on-the-go.
“Pringles hot & spicy is the latest addition to the 40g family, bolstering our range with a fiery-flavoured product that’s well-suited to the convenience sector, where these kinds of flavours do even better than they would in a supermarket.”
Hot & spicy will join the existing 40g flavours: original, sour cream & onion, salt & vinegar and BBQ.