The snack brand Pringles, owned by Kellanova, has unveiled a new flavor, Flame Grilled Steak, targeted specifically at the convenience store segment. This new addition, in fact, is part of the brand's diversification strategy at a time when the competitive snacking sector throws open new avenues of business.
The Flame Grilled Steak flavor will be available only at convenience channels, where it has registered whopping growth at over £60 million, as noted by Pringles.
The price-marked packs will be available in a 165g size, with a RRP of £2.99, to encourage impulse purchases and increase on-the-go snacking options for consumers. Pricing will be at the discretion of retailers.
This growth is in contrast to a 0.1% decline in the broader snack category. The introduction of price-marked packs is designed to encourage impulse purchases and increase on-the-go snacking options for consumers.
Market research shows that the steak-flavored snack market is on the increase, and companies such as McCoys and Walkers Max are doing relatively well in the category. Even though steak flavor accounts for 0.2% of sales within the large sharing category, the potential away-from-home market for steak snacks is estimated at almost £20 million.
For such a launch, point-of-sale materials are necessary to drive top-of-mind awareness and drive consumer trial with activation packages provided for wholesalers, which represents efforts to satisfy customer demand for such bold flavors through the tackling of snack industry bottlenecks.
Hannah Fearnley, head of route to market at Kellanova, said: "Steak is a massive flavor opportunity and one that has proven so strong for consumers. In line with our Large Sharing growth, we are best placed to deliver that and rejuvenate snacking aisle purchase by giving customers and retailers what they want."
CMI Research: Key Potato Chips Industry Insights
According to Coherent Market Insights (CMI), the potato chips industry is expected to witness a considerable CAGR from 2023 to 2030 due to increasing flavors and innovations in the industry. The market is expected to grow at a significant rate over the assessment period.
Analyst Opinion: Strategic Role in Potato Chips Industry Growth
Potato chips is one of the most popular snack foods consumed worldwide and can be found in a variety of flavors including salted, barbecue, cream and onion, cheese, and many more. According to senior management consultant Yash Doshi, the variety of flavors is expected to increase demand in the industry.
Conclusion: Business Takeaways
The potato chips business remains competitive because of innovation and consumer trends. Brands must remain flexible, innovate unique flavors and healthier options to keep market shares. Pringles' Flame Grilled Steak is a flavor which shows this idea as it would attract adventurous eaters and also those who enjoy bold, premium experiences. Brand diversification by the creation of flavor portfolios may capture new audiences and sustain growth in an ever-changing market.
