Supplier News Breaks
Pringles introduces tortilla chips
March 18th, 2014
BATTLE CREEK, Mich. – Pringles has expanded its savory snack lineup with its first-ever tortilla chip, Pringles Tortillas.
Pringles Tortilla Chips mark Pringles' first new product since the brand was acquired by Kellogg in 2012.
Kellogg Co. said Tuesday that Pringles Tortillas retains the traditional Pringles shape but are thicker chips because they're made of corn.
Pringles Tortillas come in three flavors: original, nacho cheese and southwestern ranch. Though perfect for dipping, their flavors offer consumers the choice to either "dip 'em or don't," the company said.
"Pringles Tortillas are the brand's first new product since Kellogg Co. acquired it in 2012, and this launch represents the first time that Pringles is introducing a tortilla chip," stated Raj Joshi, vice president of savory snacks at Kellogg. "Pringles Tortillas are a unique chip that can be dipped but, like original Pringles, are delicious on their own."
Pringles Tortillas are making their debut just in time for college basketball tourney season, Kellogg noted. And to help introduce Pringles' latest product, the brand has partnered with legendary NBA point guard Earvin "Magic" Johnson, an NCAA Top-15 All-Time March Madness player who played at Michigan State University.
"Basketball viewing parties bring out the fun in the game and let fans root for their teams as if they were at the tourney in person," Johnson said in a statement. "I'm excited to partner with Pringles Tortillas to introduce a chip as iconic as the tournament."
To help promote the new product, Kellogg is enabling consumers to create and share an "Ultimate Party Lineup" of partygoers with Pringles Tortillas at UltimatePartyLineup.com by matching friends with party personalities. The Ultimate Party Lineup features such characters as Money! (brings the best snacks to the party), MVP (helps clean up when the party is over), Big Dipper (when enjoying Pringles Tortillas, the more dip, the better) and Swing Man (dips or doesn't – loves Pringles Tortillas both ways).
A marketing campaign dubbed "You Don't Just Eat 'Em" accompanies the product launch and includes print ads and television commercials, as well as public relations and digital initiatives, Kellogg added. The company said Larry Charles of TV's "Seinfeld" and "Curb Your Enthusiasm" fame directed the "You Don't Just Eat 'Em" campaign, which features improv talent from around the world.
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