Will new Loud Pringles make noise in a crowded chips segment?

Dive Brief:

  • Pringles announced five new flavors of non-potato chips under the LOUD line-up, according to a company statement.
  • The varieties — Fiery Chili Lime, Mighty Margherita Pizza, Salsa Fiesta, Spicy Queso and Super Cheesy Italian — come in new, distinctive black packaging.
  • The chips will be appearing at retailers nationwide this month. In a company statement, Pringles Marketing Director Kurt Simon said the chips are perfect for "fans craving a little food adventure."

Dive Insight:

Pringles are a beloved snack brand, and the new product flavors and composition could help them move in line with current trends. The LOUD flavors incorporate international flair. However, they aren't too far from most Americans' comfort zones — playing on popular taste profiles like Italian and Mexican foods — so they won't be unfamiliar flavors for everyday consumers. The savory flavors also fit in with current snacking trends.

The big bet here, however, is eschewing potato as an ingredient in the new chips. The new chips are made from corn, grain and vegetables, reflecting the trend of better-for-you snacking. But while these seem to be a departure from traditionally unhealthy potato chips, their caloric content remains the same. As Simon told CNN Money"We're not trying to convey that the new crisps are better for you."

If the chips land with consumers, a new hit in the snack category could be a boon to parent company Kellogg, which has seen sales fall over the last year — albeit largely in its cereals. The market for potato chips continues to grow, with Research and Markets projecting a 4.4% compound annual growth rate through 2020. Those analysts predict innovation, variety and flavors will keep the segment growing at a steady pace. But the report does warn that since so many products in this space are similar, consumers have very little brand loyalty. By expanding on a known quantity, the new Pringles may be a way to get loyal customers to buy more.

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Filed Under: Manufacturing Corporate
Top image credit: Pringles