Pringles Xtreme will be available in four flavours including Exploding Cheese & Chilli, Smokin’ Ribs and Flamin’ Chilli Sauce.
Its UK launch is being supported by a digital campaign which will consist of an online game, in-game advertising and activity on Facebook.
There will also be point of sale material, PR and sampling at sports events during the summer and into November.
P&G trade communications manger Paul Lettice says: “By appealing to younger consumers we are hoping to increase our incremental opportunity in the market and help boost profits for retailers.”
The launch follows a ruling last May that found Pringles is in fact a potato crisp, despite protestations from the FMCG company that it is not.
Further, P&G has refuted reports that it could be forced to pay £100m in VAT, saying that it remained up to date with its payments.