• Product: Pringles Flame Grilled Steak
• Supplier: Kellanova
• RRP: £2.99 PMP
• Available from: Bestway, Dhamecha, Parfetts, Sugro, Unitas

Pringles is adding a Flame Grilled Steak variety to its range, available exclusively to the convenience channel.

The new flavour is available as a £2.99 price-marked pack (PMP) to retailers from Bestway, Dhamecha, Parfetts, Sugro and Unitas.

Explaining the reasoning behind the launch, supplier Kellanova said there was an opportunity for steak flavours to grow in sharing snacks, even though they currently only account for 0.2% of sales within the large sharing segment.

The supplier pointed to successful singles launches from brands including McCoy’s and Walkers Max as evidence of untapped headroom for sharing-size steak flavours.

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Pringles is also now worth more than £60m to symbols and independents, growing by 5.6% vs the overall crisp category’s slight decline of 0.1%.

Hannah Fearnley, head of route to market at Kellanova, said: “We’re so excited to be turning up the heat and introducing Pringles Flame Grilled Steak to the convenience channel this February! Steak is a massive flavour opportunity and one that’s proven to resonate so strongly amongst consumers. Given our growth in the large sharing sector, we are uniquely positioned to deliver this opportunity and reinvigorate the snacking aisle by giving consumers and retailers what they want.

“With our strong brand presence and commitment to innovation, we’re confident that this new launch will spark excitement in stores, as well as bolster impulse sales via our compelling PMP offering, giving both consumers and retailers yet another reason to engage with the Pringles brand.”

Kellanova will support the launch with in-depot PoS and wholesaler activation packages to drive awareness and trial among retailers.

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