Big Summer Launch for Pringles Rice Infusions
Talking Retail - Friday, 18 May 2007
Procter & Gamble is looking to give the rice snacks sector an £11m boost with the summer introduction of Pringles Rice Infusions, the biggest new product launch for the snacks brand in many years.
Available in 160g tubes, Pringles Rice Infusions goes in-store from 1 July, to be followed shortly by a £3.5m media campaign and below-the-line activity.
“This is a big, big launch, which has mass appeal across the marketplace,” said Pringles brand manager Amber Kirby.
She said consumers viewed rice snacks as having “no taste and boring” and only bought by “health-conscious consumers”.
P&G, she said, had worked for more than a year in creating Pringles Rice Infusions, which would be marketed as much on the taste as the lower fat content.
There is demand in the market, she said, for ‘better-for-you’ snacks and Pringles Rice Infusions have 30% less fat than regular Pringles.
Pringles Rice Infusions carry a recommended retail price of £1.38, the same price as the main Pringles brand.
The new launch comes in four flavours – Sour Cream & Onion, Salt & Vinegar, Cheese & Onion and Sweet BBQ Spare Rib. Extensive point of sale will be available to coincide with the launch
There is demand in the market, she said, for ‘better-for-you’ snacks and Pringles Rice Infusions have 30% less fat than regular Pringles.