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Pringles on the run

04 March, 2008
Page 44 
Pringles is breaking away from its traditional crisps- in-a-can formula with two new launches this spring.
The Pringles Pocket Pack is a single-serve bag containing mini-sized Pringles and will be available in two of the brand's most popular flavours: original and sour cream & onion. The company is keen to target the products at the single-serve snacks market, which it says is worth £630m in retail sales.It is also launching its lower-fat Pringles Rice Infusions in a Bite Size format for on-the-go snacking. This will be available in cheese & onion and sweet BBQ spare rib flavours.The Pocket Pack comes in 35g bags with a rrp of 37p and will be available from the end of the month. Rice Infusions Bite Size will be sold only in multipacks of six 25g bags, rrp £1.29, with the launch date to be confirmed.The new products will be backed by a multi-million pound advertising campaign, with TV advertising starting in April. 0800 5973388