Dive Brief:
- Kellanova is introducing Pringles Mingles, a puffed alternative to the chip that will come in a bag. Mingles are described as crispy on the outside and light and airy on the inside. The puffs come in bowtie shapes, modeled after the brand’s mustached mascot Mr. P.
- The snack will be available in three flavors: Cheddar & Sour Cream, Sharp White Cheddar & Ranch and Dill Pickle & Ranch. Pringles Mingles will arrive on shelves in October, according to Kellanova.
- Kellanova is focusing on innovating its core brands in the snacking category following its split with WK Kellogg last October. Pringles is by far the largest product in Kellanova’s snacking portfolio, with sales in 2023 totaling about $3.2 billion.
Dive Insight:
In snacks, Pringles has stood out for its uniquely shaped chips and tall, cylindrical cans. Pringles Mingles marks the first time the brand will be available in bags in the U.S. It also shows the potential Kellanova sees for the brand outside of its standard chips.
“This puffy, airy snack not only gives fans a new way to experience Pringles, but its easy-to-share packaging creates a new way to enjoy their favorite snack with friends and family, whether munching at home for movie night, at a party or on-the-go,” said Mauricio Jenkins, the U.S. marketing lead for Pringles, said in a statement.
Before Kellanova spun off its cereal business last fall, CEO Steve Cahillane told investors at a Wall Street conference the new snacking company would anchor its approach around its biggest brands, including Pringles. He said the brand has not reached its full potential globally despite recent growth. Kellanova and its predecessor Kellogg have more than doubled Pringles sales since the brand was acquired for $2.7 billion in 2012.
In the company’s earnings call last week, Cahillane referred to Pringles as the company’s biggest brand. He said adding capacity of Pringles products in “emerging markets” will help drive growth for the company for the rest of the year.
In recent years, Kellanova has focused on innovation for one of its other major brands, Cheez-It. It has brought the orange cracker into a myriad of new formats and flavors. This includes Cheez-It Puff’d, a snack similar to Pringles Mingles that launched in 2022, and Snap’d, a thin and crispy variety. In January, the company debuted Cheez-It Extra Crunchy, which purports to induce a louder crunch with each bite.
The primary goal for the Pop-Tarts and Eggo waffles maker in deciding to focus solely on snacks is to grow its market share in the multi-billion category where it trails heavyweights such as Nestlé, PepsiCo, Mondelēz International and General Mills.