The snack food company is confident in its capacity to boost the appeal of its chips and cultivate a $4 billion brand. To accomplish this, they intend to present an extensive range of flavors and product presentations.
In 2022, Kellanova, the company in question, took a significant strategic step by selling off its cereal operations and concentrating all its resources on its snack portfolio. This decision was a deliberate risk-taking strategy aimed at enhancing its competitive position against major industry players such as Mondelēz International and PepsiCo's Frito-Lay segment.
During an August meeting with Wall Street investors, Kellanova's CEO, Steve Cahillane, spotlighted Pringles as an underexploited brand within the company. Cahillane articulated a conviction that, given the capability to evolve with shifting market dynamics through the introduction of innovative products, Pringles holds the potential for global dominance.
In a conversation with Food Dive, Sarah Reinicke, the Vice President of Savory Snack Marketing at Kellanova, indicated that the Pringles brand is ideally positioned to propel the company's growth due to its broad popularity.
Reinicke elaborated, "Pringles are precisely made crisps, expertly formulated to perfection within a can, transcending the conventional qualities of chewy, greasy potato chips."
To Reinicke, the defining characteristic of Pringles is its capability to uniformly recreate an extensive array of flavors, encompassing options like Carnitas Taco and Everything Bagel, across more than 160 global iterations. This adaptability enables the chips to resonate with varied audiences as they introduce flavors suited to different cultures throughout the world.
Reinicke stated, "We can incorporate all these regional flavors into a chip, such as prawn in Asia or Texas barbecue in the U.S."
In the last year, Kellanova has been pioneering novel flavors and product formats for their brand. Lately, the company has rolled out Pringles Mingles, a pioneering puffed snack distinguished by its crispy exterior and fluffy interior, packaged in a bag unlike the conventional tall container. Drawing inspiration from their emblematic mascot, Mr. P, the snack is designed in a bowtie shape and will be available in three tantalizing flavors.
"Taking Pringles out of the bag represents a significant move," Reinicke stated. "We see this as having substantial potential for the brand's transformative expansion. Although we're not abandoning the can, this fresh approach provides an innovative means to elevate communal and consumption experiences as we scale our operations."
A key element of its innovation is its traditional chip design.