Pringles: Bold flavours, blazin’ sales

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As Pringles, the ultimate sharing snack, launches another sizzling spicy flavour into the channel, Wholesale News went along to Parfetts in Birmingham to see what retailers made of it

Pictures: Roy Kilcullen

Inspired by a global love of Nashville-style fried chicken, it’s no surprise that when Pringles took its latest launch to the depot, it was declared a sure-fire hit.

The nation’s number one large-sharing crisp brand has extended its super-popular Pringles Hot range, adding Pringles Hot Blazin’ Fried Chicken to its fiery flavour line-up, which includes Cheese and Chilli, Smokin’ Ribs, Kickin’ Sour Cream and Sweet Chilli. Thanks to its successful roll-out across supermarkets nationwide, demand is high.

“I’ve been looking for this new flavour as customers have been asking me for it already,” says Ahmed, a Birmingham-based retailer, who saw the POS in depot and immediately came over to find out more. “Honestly, I can’t wait to stock this as my customers can’t get enough of these strong, spicy flavours and I know this is going to be a brilliant seller.”

Watch the video from our day with Pringles at Parfetts Birmingham below:

PARTNERSHIP

It’s not just the taste that means Pringles Hot Blazin’ Fried Chicken is going to be a winner for consumers; it has also signed a year-long partnership deal with England and Chelsea star footballer Cole Palmer, which means the brand will be unmissable in store, online and on social media.

And, as an added boost, it will also be available in price-marked packs for the convenience channel, where consumers are always looking for the double whammy of great taste and great value.

“We’re delighted to be launching Pringles Hot Blazin’ Fried Chicken at Parfetts today, and what an incredible start,” says David Holden, National Account Manager, Kellanova. “With the rise in popularity of hot and spicy foods for UK consumers, Hot Blazin’ Fried Chicken is the perfect addition, especially as fried chicken flavour is really on trend.

“In fact, Google searches for Nashville-style fried chicken in the UK have soared by 120% in the past 12 months [1] and there are chicken shops on every high street. We’re not surprised that this flavour was a huge hit in the grocery channel and we’re thrilled that convenience retailers can now capitalise on this demand.

“Pringles is the nation’s bestselling large-sharing crisp brand [2] and every retailer should be stocking the range – from our core lines right through to the Hot range. Now is the time for retailers to be stocking up as we head into the summer months when there’s plenty of social occasions and big sports events – all ideal for snacking.”

SAMPLING

With a keen eye for a bestseller, retailers are quick to sample the new flavour, along with the team at Parfetts, where it received a unanimous thumbs up.

“Pringles sells so well; it’s a must-stock brand,” says one retailer as he loads cases on to his trolley. “Every flavour sells brilliantly and it sells all year around, so I expect this one to fly off the shelves as soon as my customers spot it. Everyone wants to try something new, don’t they?”

To support retailers to drive brand awareness in store, the team at Pringles have created in-store POS to grab customers’ attention.

Jamie Ferguson, Head of Marketing for Parfetts, applauded Pringles’ decision to launch the product with an in-depot activation and sampling event.

“In-depot activations are essential when launching new products,” he says. “They offer retailers the chance to try new products and encourage them to trial them in store through fantastic promotions. They also provide an unmissable opportunity for brands to speak direct to retailers, ensuring they understand the opportunity offered by the product, who its audience is and what the brand is doing to create demand for it in the market.

“In-depot activations also ensure that the brand is physically front and centre in the wholesale environment and across communication channels, such as WhatsApp and social media, all of which create awareness and engagement.”

(Sources: [1] Circana | Symbols & Independents | Total Crisps | Value Sales | 52w/e 30.11.24; [2] IRI MAT TY vs 4YA, August 23)

activation David Holden Jamie Ferguson Kellanova Parfetts Pringles video