Pringles breaks out of its classic mould

Nigel Huddleston

Pringles is breaking out of its familiar tube to enter the premium bagged snack market.

Pringles Select will be launched in September in six flavours: Italian

Cheese with a

Hint of

Garlic; Thai

Sweet

Chilli;

Sea

Salt &

Balsamic

Vinegar;

Spicy Szechuan

Barbecue;

Sun

Dried

Tomato with

Basil,

and

Paprika.

The chips will be smaller and rounder than normal Pringles, and all the flavours will have a purple background blocking on their 150g packs.

Brand owner P&G said IRI figures showed the premium large sharing snacks sub-category growing at 21% and 13% over each of the last two years.

The launch is backed by TV, print and online advertising, sampling and POS.

Trade communications manager Paul Lettice said Pringles Select would "revolutionise the large sharing market".

Other recent Pringles launches have been

Rice Infusions

and Pocket Pack.