PROCTER & GAMBLE has significantly reduced the fat content of its Pringles brand in a bid to keep up with the trend towards healthy eating.
It has reformulated the entire product, which it claims is now tastier, lighter and crunchier with 30% less saturated fat.
The new Pringles are out now and will be supported by a £1.8m advertising campaign across print and broadcast media.
P&G is also extending the range with two new flavours, cheesy cheese and bacon.
The range will have a rrp of £1.38 for the 170g tube and 55p for the Pop & Go pack.
Tel 0800 597 3388