Pringles is targeting the £630m single-serve snacks market with the launch of two new bagged products – Pringles Pocket Pack and Rice Infusions Bite Size.
Pringles Pocket Pack is a scaled down-version of the familiar Pringles core range. It will be available in two of the most popular existing flavours – Original and Sour Cream and Onion.
Ian Morley, Pringles director for the UK and Ireland, said the aim of this launch and associated promotion campaign was to “explode the Pringles brand by breaking out of ‘stacked-potato-chips-in-a-can’ into a megabrand covering many different usage occasions, benefits and need states.”
In line with this strategy, further new developments are planned for 2008.
