Rice Infusions move Pringles into 'better for you' category

13 July, 2007

P&G is spending £3.5 million on a

marketing campaign to support the launch of Pringles Rice Infusions.

Created by mixing ingredients with ground rice which is then seasoned, Rice Infusions have 30 per cent less fat than regular Pringles. The range will be available in 160g tubes in Sour Cream & Onion, Salt & Vinegar, Cheese & Onion and Sweet BBQ Spare Rib flavours.

TV, radio and internet ads will back the launch, along with a programme of sampling and in-store POS.

Paul Lettice, trade communications manager

for P&G, said: "Pringles Rice Infusions

are going to revolutionise the snacks market.

"With

their unique rice base,

they offer

retailers the opportunity to benefit from a really flavoursome snack that tastes great and is also better for you."




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