PRINGLES BRINGS THE CHEESE FACTOR TO 2015 WITH NEW TONGUE TINGLING FLAVOUR EXTENSION

Pringles is to expand its range with a new Cheesy Cheese variety to hit retailers on 1^st February.

Cheesy Cheese will be the sixteenth flavour in the Pringles range and comes as the snack brand looks to capitalise on the popularity of cheese flavour crisps in the UK.

Gareth Maguire, UK & ROI commercial marketing director at Kellogg’s, said: “The way we snack as a nation has changed considerably over the last 10 years. People want a greater variety of flavour options when they shop.

“Pringles is the UK’s number one selling large sharing brand and at the end of 2014 reached a brand value of £189m. We already have a Cheese & Onion flavour and as cheese is the second most popular crisp flavouring in the UK* we wanted to offer our Pringles consumers another tasty choice in the crisps aisle.

“Since acquiring Pringles almost 3 years ago, Kellogg’s has taken the brand from strength to strength.

“We will continue targeting key social occasions to ensure growth in the large sharing category.”

A sampling and digital campaign will support launching the new product, which has an RRP of £2.49 for 190g.  

* IRI value sales data to December 6, 2014