Pringles introduces Flame Grilled Steak flavour to diversify its offering
USA — Pringles, a brand owned by Kellanova, has launched a new flavour, Flame Grilled Steak, explicitly aimed at the convenience store sector.
This latest addition is part of the brand’s strategy to compete in a competitive snack market.
The introduction of price-marked packs in a 165g size, with a recommended retail price of £2.99, is intended to facilitate impulse purchases and enhance on-the-go snacking options for consumers.
Hannah Fearnley, head of Route to Market at Kellanova, said: “Steak is a massive flavour opportunity and one that’s proven to resonate so strongly amongst consumers
“Given our growth in the Large Sharing sector, we are uniquely positioned to deliver this opportunity and reinvigorate the snacking aisle by giving consumers and retailers what they want.”
As reported by FoodBev, the launch will be supported by point-of-sale materials aimed at increasing visibility and consumer trial, alongside activation packages for wholesalers. This approach reflects an effort to address consumer demand for bold flavours while navigating the challenges faced by the snack industry.
The Flame-Grilled Steak variant will be available exclusively in convenience channels, where Pringles has reported significant growth and is currently valued at over £60 million (US62.41m).
This growth contrasts with a slight decline of 0.1% in the broader snack category. Introducing price-marked packs facilitates impulse purchases and enhances consumers’ on-the-go snacking options.
The new flavour will be available through wholesalers, including Bestway, Dhamecha, Parfetts, Sugro and Unitas.
Last year, the brand unveiled a new snack, Pringles Mingles, in tubeless packaging, departing from its traditional tube packaging and moving toward a bagged snack.
The new snack will be in three flavours: cheddar and sour cream, sharp white cheddar & ranch, and drill pickle ranch.
Pringles’ US marketing director said, “Our iconic Pringles can be part of our identity – and it’s not going anywhere – but we’re always looking for new ways to innovate and satisfy our fans’ latest cravings.”
He added that the puffy, airy snack not only gives consumers a new way to experience Pringles, but its easy-to-share packaging also allows them to enjoy their favourite snack with friends and family, whether munching at home for movie night, at a party, or on the go.
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