Procter & Gamble is plotting a massive overhaul of its crisps brand Pringles, with the launch of a whole range of new products, including Pringles Popcorn. The facelift for the 33-year-old brand comes amid stiff competition from rivals such as Walkers Sensations and premium range Phileas Fogg.
A new wave of advertising for the brand, handled by Grey London, is expected to be rolled out later in the year to coincide with the launch.
Pringles smashed the conventions of snacks packaging, eschewing the crisp packet for the now-familiar tube, which was launched in the UK in 1991. But it experienced its first sales drop in years in 2002, with a fall of 2.4 per cent. Following the dip in sales, P&G gave a facelift to moustachioed brand icon Mr Pringle.
More recently, the brand has been updated to introduce variants such as pizza and curry flavours.
Television advertising has included an assortment of dogs sharing the snack in a garden.