Pringles Rice Infusions Adds Sweet & Sour and Peking Duck

The launch of the Peking Duck and Sweet and Sour Rice variants is expected to drive further consumer engagement with the UK’s number one large sharing brand overall, and the Rice Infusions portfolio in particular.

24/06/08 Sweet and Sour and Peking Duck with hoi sin sauce variants will all be available in-store from July 2008 until the end of the Summer, with a RRP of £1.48.

After 40 weeks in market, Pringles Rice Infusions is already worth £14.5 million in retail sales value and has been trialled by 4.2 million households.

To build on the success of the initial launch, P&G launched Red Paprika and Thai Chilli & Lime variants into stores in February 2008, followed by the launch of single serve Pringles Rice Infusions Bite Size in March.

The launch of the Peking Duck and Sweet and Sour Rice variants is expected to drive further consumer engagement with the UK’s number one large sharing brand overall, and the Rice Infusions portfolio in particular. The launch will be supported with print advertising, online activity, PR and dedicated point of sale in store.

Paul Lettice, P&G Trade Communications Manager, comments: “As a masterbrand, Pringles is now responsible for 8.9% of the overall crisps and snacks category. The brand continues an exciting innovation programme set to both drive growth and excitement for consumers and boost sales and profits for retailers.

“Pringles Rice Infusions achieved awareness of 74% in just 2 months after launch; we expect further interest and excitement around the brand with this initiative, so retailers can expect to see more shoppers trialling the new variants as they widen their snacking repertoire.”