Kellanova, aiming to rival snack industry giants like Mondelēz International and PepsiCo’s Frito-Lay, is focusing on transforming its Pringles brand into a $4 billion powerhouse through a variety of innovative flavours and formats. This ambitious plan comes on the heels of the company’s decision to split off its cereal operations in 2022 to concentrate on snacking brands.
At a Wall Street conference last August, Kellanova CEO Steve Cahillane emphasized Pringles’ untapped potential, citing the brand’s adaptability to evolving market trends. “Pringles has the potential for global dominance,” Cahillane said, highlighting the company’s strategy to innovate and diversify the brand.
Sarah Reinicke, Kellanova’s VP of salty snacking marketing, echoed this sentiment in an interview with Food Dive. She praised Pringles’ design, noting, “This is a brand built for precision, crafted to outdo traditional greasy, broken potato chips.”
Pringles: A Flavorful Journey to Global Markets
Pringles’ secret weapon lies in its versatility, boasting over 160 flavours worldwide, from Carnitas Taco to Everything Bagel. “We can adapt to local tastes, offering flavours like prawn in Asia or Texas barbecue in the U.S.,” Reinicke explained.
Acquired in 2012 by Kellanova (then Kellogg) for $2.7 billion, Pringles has become a cornerstone of the company’s snacks division, generating $3 billion in annual revenue. Reinicke highlighted the brand’s role in Kellanova’s growth strategy, stating, “Pringles’ wide appeal makes it a crucial component for driving the company’s expansion.”
In a bid to redefine the snacking experience, Kellanova has introduced Pringles Mingles, a new puffed snack designed to be both crispy and light, set to hit shelves in October. The snack will come in three flavours: Cheddar & Sour Cream, Dill Pickle & Ranch, and Sharp White Cheddar & Ranch, and will be packaged in bags instead of the iconic Pringles can.
Reinicke emphasized the significance of this new product, saying, “Introducing Pringles in a bag represents a major shift for the brand. While we’re not abandoning the can, this new format offers a unique way to encourage shared snacking moments and expand our market presence.”
Kellanova is also innovating within the traditional chip segment, with the launch of Pringles Harvest Blends. These chips, made from multigrain and sweet potato, cater to consumers seeking healthier snack options.
Economic Resilience and Market Trends
Despite rising inflation, Pringles continues to attract consumers. Kellanova’s recent quarterly report showed a 5.4% increase in organic sales, partly due to a 4.8% price hike. Reinicke credits Pringles’ strong brand value for its ability to maintain consumer loyalty amid economic challenges.
Embracing Spice and Regional Flavours
Pringles has seen success with its spicy offerings, such as the Pringles Scorchin’ line introduced in 2020. Spicy snacks have surged in popularity, driven by trends like Frito-Lay’s Flamin’ Hot range. Pringles’ extensive “global library” of flavours allows it to adapt and innovate, introducing region-specific varieties like Mexican Street Corn, reflecting broader market trends.
Reinicke remains confident in Pringles’ ability to thrive in a competitive market, stating, “Our strong brand value and innovative approach enable us to command the necessary price while delivering unparalleled consumer satisfaction.”