Whilst competitors like Doritos have been getting lots of attention doing really cool stuff like co‐creation of new flavours and even ads, Pringles continues to quietly march on, growing 11% last year to reach number 35 in the UK’s biggest brands chart. Flavour innovation was a big part of this success, including new ‘Xtreme’ flavours aimed at younger consumers with more adventurous tastes (‘exploding cheese and chilli’, anyone?)
The packs go for Xtreme standout and present a rather mixed message that looks to me like a chartered accountant on ecstasy. But maybe that’s actually cooler than the lovely designer outfit created here.
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