Kellanova’s snacking brand Pringles is increasing its focus on gifting with new novelties set to launch in travel retail next year.
Underlining its aim to “continually delight customers”, the salty snack brand aims to drive desire to purchase and maximise revenue through data-driven innovations and travel retail-exclusive lines.
Kellanova’s vision is to grow the snacking market with the support of industry partners with a focus on “being first and daring to distinguish”. Its category management strategy for Pringles is based on assortment, merchandising, pricing, promotion and shelf enhancement with products targeting snacking, check-out, queueing, cross-category promotions and gifting.
Q1 2025 will see the launch of a collaboration with a leading global company where popular characters will appear on newly designed Pringles tubes. They will replace regular Pringles packs in response to collectability and exclusivity trends and will feature recyclable paper containers.
The launch in Europe will be supported by a campaign and prize-winning offers.
Kellanova Key Account Manager Global Travel Retail Duty Free Jeanne Reijnders believes these packs, along with other novelties, will ensure Pringles products are available across a wider range of pricing tiers.
“Pringles needs to play in all global travel retail occasions to deliver on Kellanova’s ambition and customer commitment,” she said.
“We want to target different traveller occasions and demands, including own consumption; sharing; treat to share (priced over €5); everyday gifting (under €10, premium gifting (over €10) and novelty gifting (€20+).”
Innovative Air Pringles and Suitcase packs, both containing 2 x 70g tubes of Pringles, are on the agenda to be launched next year, based on and supported by research completed by travel retail agency m1nd-set.
Pringles’ plans to reshape the savoury snacking category in global travel retail, with a focus on sustainability and innovative products, were outlined at the TFWA Asia Pacific Exhibition and the association’s Cannes event earlier this year.
As reported, family-owned food company Mars Incorporated announced a definitive agreement to acquire Kellanova in an acquisition valued at US$35.9 billion earlier this year. ✈
