Procter & Gamble is slashing the saturated fat content of its Pringles by a third to capitalise on the growing 'better for you' category.

Launching next week, the new recipe Pringles uses a different vegetable oil blend, claimed to make the products melt quicker on the tongue, and also promises to be 25% crunchier. Two new flavours - Cheesy Cheese and Bacon - will be added.

P&G is communicating the change through a £1.8m print and broadcast advertising campaign using the strapline 'now even more delicious - love them even more'. Tubs will also carry an 'even more delicious' flash.