Kellanova’s Pringles is expanding its on-the-go crisps proposition with a new format designed to unlock more lunchtime snacking occasions.
Shopper-favourite Prawn Cocktail will launch in a 70g pricemarked-pack (PMP), extending the flavour beyond the brand’s traditional sharing heartland, giving customers a new way to enjoy Pringles.
Exclusive to Bestway Wholesale, the new SKU will be complemented by a competition offering independent retailers the chance to win £10k cash when they purchase a case and upload their receipt. The promotion is designed to reward retailers for stocking the new format and to help drive trial at till point.
Evie Pickering, assistant activation brand manager at Pringles, said: “We know Prawn Cocktail has a loyal following, so we wanted the launch to have a bit of extra bite. The £10k retailer prize gives independents another reason to get behind the new line from day one, bringing some real excitement to the Bestway exclusive and helping us make plenty of noise around the launch.”
Closely involved
Jacob Crossley, national account manager at Pringles, said of the Bestway exclusive: “Bestway has been closely involved in shaping this launch from the outset. We worked together - and with - retailers to understand where the strongest opportunity sat within the 70g range - and Prawn Cocktail came through clearly.
“It’s a flavour with established shopper demand, now in a format that works hard for independents, so giving Bestway the exclusive was a natural next step for the partnership.”
The launch will be backed by a targeted marketing campaign, eye-catching in-depot activity, and Bestway vans delivering stock and POS materials to convenience retailers to boost availability and early sales.
The new packs are available from today (1 September) with an RRP of £1.25, and are exclusive to Bestway until 31 December.
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