Pringles is making a more subtle flavour statement in the New Year with an offshoot that is healthier than the original product to launch the brand into the super premium category.
Pringles Aromas will hit the shelves on January 2 and come in spicy Thai with a touch of coconut oil; Greek-style cheese with a touch of avocado oil; and red pepper with a touch of olive extract varieties.
They contain 33% less fat than standard Pringles and feature flavour descriptions and appetising on-pack pictures to put them in direct competition with premium crisps such as Walkers Sensations.
A £1.4m marketing investment will support the brand, including a six-week TV campaign airing from February.
Pringles is also revamping packaging for its Light original and sour cream flavours, to align them with the launch.
Pringles dropped 8.2% in value to £120m in the year to October 1, 2005 [ACNielsen].