Pringles – the number one large sharing crisp brand – is turning up the heat this winter, bolstering its iconic portfolio of bold and innovative crisp flavours with the launch of Flame Grilled Steak.
Set to fire up the snacking aisle, the latest addition will launch as a convenience channel exclusive, aligned to the brand’s impressive performance across symbols and independents – now worth over £60m, growing at +5.6% versus a category that sees -0.1% decline.
In addition, the exclusive offering will be available as a price-marked pack. This is designed to help retailers boost their on-the-go snacking sales, drive impulse purchases and bring incremental shoppers to the category, building on the brand’s continued momentum, offering added value for both consumers and retailers alike.
Crafted to deliver a rich and smoky taste experience, Pringles Flame Grilled Steak combines the distinctive Pringles crunch and flame-kissed steak flavour that consumers crave. Steak is a sought-after snack flavour within the convenience channel, evidenced by its strong performance in the Singles segment, with brands like McCoys and Walkers Max seeing success. However, within the Large Sharing segment, Steak accounts for just 0.2% of total sales, revealing significant untapped headroom. With the total Steak flavour opportunity worth almost £20m in the away from home channel, Pringles is uniquely positioned to leverage its position as the number one brand in the Large Sharing segment to maximise sales and drive growth in a declining category.
The launch of Pringles Flame Grilled Steak will be supported with striking in-depot POS designed to drive awareness and encourage trial, complemented by wholesaler activation packages for additional amplification.
Hannah Fearnley, head of route to market at Kellanova, said: “We’re so excited to be turning up the heat and introducing Pringles Flame Grilled Steak to the convenience channel this February! 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!
“With our strong brand presence and commitment to innovation, we’re confident that this new launch will spark excitement in stores, as well as bolster impulse sales via our compelling PMP[7] offering, giving both consumers and retailers yet another reason to engage with the Pringles brand.”
