Pringles and Pringles Rice Infusions to Launch in 35g Bags

The launch into 35g bags of the Pringles offering is massive news for retailers across the UK. The launch will be promoted with a heavyweight multimedia marketing campaign and we are expecting it to be a huge success.

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.

Rice Infusions Bite Size is an extension of the lower-fat Rice Infusions range launched in summer 2007.

It too will be available in 35g single-serve bags, in Cheese & Onion and BBQ flavours.

Both new products will have an RRP of 37p and will be available from 31 March 2008.

Rice Infusions Bite Size will also be available in multipacks of 25g bags (RRP £1.29).

Paul Lettice, trade communications manager at Pringles parent company P&G, said: “The launch into 35g bags of the Pringles offering is massive news for retailers across the UK. The launch will be promoted with a heavyweight multimedia marketing campaign and we are expecting it to be a huge success.”

The three-month marketing campaign starts in April and will include TV, sampling, PR and radio, internet, trade advertising and in-store merchandising support.

It will also include promotions in key cash and carry outlets.

Ian Morley, Pringles director for the UK and Ireland, said the aim 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.