“Huge headroom for growth” – Pringles eyes underdeveloped salty snack market in travel retail

Travel retail-exclusive packs of Pringles are set to feature in travel retail later this year

Pringles is eyeing expansion in travel retail, with a particular focus on channel-exclusive lines.

As reported, the brand’s multinational parent food company Kellogg’s adopted a new ‘future looks good’ strategy to target increased product visibility in travel retail last year, centralising its travel retail division in The Netherlands.

The division’s aim is to double travel retail sales this year. It also aims to have Pringles as the top salty brand in 150 key markets.

Speaking to The Moodie Davitt Report, Kellogg Company Key Account Manager Global Travel Retail Duty Free Jeanne Reijnders noted the rising demand for salty snacking in travel retail.

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“It is surprising how underdeveloped the salty snack category is,” she said, underlining the company’s belief that there is “huge headroom for growth” with its Pringles brand as a key player. The brand is already widely recognised and featured in the channel, with strong inflight listings as a Buy Onboard product.

Kellogg’s will reveal a new travel retail-exclusive range later this year, including 70g and 165g multipacks in various flavours, designs and colours.

“The products and packs will be premium, eye catching and have the Pringles sense of fun and playfulness,” Reijnders added. ✈


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