P&G embarks on first Pringles extension

Pringles, the Procter & Gamble-owned snack brand, is launching a tortilla-style dipping chip aimed at the adult snacking market. Called Pringles Dippers, the crisps, which will be packaged in the distinctive Pringles tube, will come with two branded dipping sauces.

The product, which is to be launched before Easter, is the first extension out of the core Pringles range, which includes low-fat and ridge-cut variants. Pringles Dippers will be thicker than original Pringles crisps, to allow them to be dipped without breaking.

An industry insider says that P&G may have missed the opportunity to dominate the adult snacking market because it has been slow to react to the trend. The category is becoming increasingly competitive with a number of new products.

Walkers Snacks is extending the Sensations range into poppadums and is understood to be bringing back its Nut Clusters brand on a seasonal basis.

Walkers is also extending its Doritos range with the launch of Doritos Latinos this year. These are understood to be heavier than the standard Doritos range (MW December 11, 2003). United Biscuits UK also has a number of products in this category, under the Phileas Fogg Snacks brand.