Pringles launches variant aimed at young males

Procter & Gamble is extending its Pringles brand with the launch of a new variant aimed at 16 to 24 year old male consumers.

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.

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