P G is launching Pringles Rice Infusions, supported by an pound;11m brand support campaign.
Pringles Rice Infusions are created by mixing ingredients with ground rice which is then seasoned.
According to P G, this is the first time that rice has been available in a thin crisp format. Rice Infusions have 30% less fat than regular Pringles.
They will be in 160g tubes in four flavours Sour Cream Onion, Salt Vinegar, Cheese Onion and Sweet BBQ Spare Rib.
Paul Lettice, trade communications manager of P G, said: “Pringles Rice Infusions is going to revolutionise the snacks market. With its unique rice base, it offers retailers the opportunity to benefit from a really flavoursome snack that tastes great and is also better for you. We expect huge consumer demand for this new product mainly driven by our extensive, targeted marketing campaign.”
The marketing campaign will include TV, radio, internet, sampling and POS materials. It is designed to appeal to existing Pringles consumers as well as new users.
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