Pringles is expanding its on-the-go proposition with a new format designed to unlock more lunchtime snacking occasions.
Shopper-favourite flavour Prawn Cocktail will launch in a 70g price-marked-pack (PMP) format, extending the flavour beyond the brand’s traditional sharing heartland, giving customers a new way to enjoy Pringles. Exclusive to Bestway, the new SKU will be complemented by a competition offering independent retailers the chance to win £10,000 cash when they purchase a case and upload their receipt*. The promotion is designed to reward retailers for stocking the new format and to help drive trial at till point.
Prawn Cocktail already has scale behind it, with 1.7 million households buying the variant in the last year. Product loyalty also stands at 9.5 per cent, outperforming the wider Prawn Cocktail flavour segment and giving Pringles a strong base of existing demand to build from as the flavour moves into a new format.
PMPs remain a key driver of impulse sales in convenience, giving both shoppers and retailers a fixed, trusted price point that aids decision-making at till, particularly for on-the-go snacking purchases. Pringles’ 70g PMP format is going from strength to strength, with sales value up 7.3 per cent versus the year prior and distribution expanding 13.0 per cent year-on-year – a clear signal of sustained shopper demand.
"We know Prawn Cocktail has a loyal following, so we wanted the launch to have a bit of extra bite,” said Evie Pickering, Assistant Activation Brand Manager. “The £10,000 retailer prize gives independents another reason to get behind the new SKU from day one, bringing some real excitement to the Bestway exclusive and helping us make plenty of noise around the launch.”
Jacob Crossley, National Account Manager at Pringles, said of the Bestway exclusive: “Bestway has been closely involved in shaping this launch from the outset. We worked together, and with retailers, to understand where the strongest opportunity sat within the 70g range – and Prawn Cocktail came through clearly. It’s a flavour with established shopper demand, now in a format that works hard for independents, so giving Bestway the exclusive was a natural next step for the partnership.”
The launch will be backed by a targeted marketing campaign, eye-catching in-depot activity, and Bestway vans delivering stock and POS materials to convenience retailers to boost availability and early sales.