Kellanova launches Pringles Steak as convenience exclusive

Kellanova has introduced a Flame Grilled Steak variety of Pringles as a convenience channel exclusive.

This decision is aligned to the brand’s strong performance across symbols and independents – now worth over £60 million, growing at 5.6% versus a category that has seen a 0.1% decline (Circana).

In addition, the exclusive offering will be available as a £2.99 price-marked pack. This is designed to help retailers boost their on-the-go snacking sales, drive impulse purchases and bring incremental shoppers to the category.

Steak flavour accounts for just 0.2% of total sales in the large sharing snacks segment (Circana), revealing substantial untapped headroom. With the total steak flavour opportunity worth almost £20 million in the away-from-home channel (Circana), Pringles is positioned to leverage its position as the No.1 brand in the large sharing segment (Circana).

The launch of Pringles Flame Grilled Steak is being supported with in-depot PoS designed to drive awareness and encourage trial, complemented by wholesaler activation packages for additional amplification.

Hannah Fearnley, head of route to market at Kellanova, says: “With our strong brand presence and commitment to innovation, we’re confident that this new launch will spark excitement in stores, as well as bolster impulse sales via our compelling PMP offering, giving both consumers and retailers yet another reason to engage with the Pringles brand.”