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Success Case Study: Pringles Tortilla Chips; Leveraging a strong brand with cross-category innovation

Published: Jul 21, 2016 | Pages: 16 | Publisher: Canadean | Industry: Food | Report Format: Electronic (PDF)

Summary

The tortilla chips segment in the UK is relatively small because consumers perceive them to be bland and dull due to a lack of manufacturer innovation and experimentation. British consumers are increasingly seeking out more novel and interesting snacks as a means to treat themselves with uncompromised moments of indulgence. As such, product hybridizations and cross-category innovation are appealing to these consumers.

Key Findings

- Pringles tortilla chips are the first product launch from the brand since it was acquired by The Kellogg Company in 2012. They were originally launched in the US in 2014 and were a major success, which has since been mirrored in the UK.

- Pringles demonstrated the possibility of breaking into a new category through positioning its new product as an indulgent, premium, and novel hybrid to meet high consumer expectations on taste, quality, and fun.

- The product also demonstrated the important of product diversification for brands to widen their appeal to consumers. Pringles tortilla chips managed to appeal to more adventurous and fun-seeking consumers with their taste and enjoyable marketing campaign without alienating core fans of the original product.

Synopsis

""Success Case Study: Pringles Tortilla Chips"" is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the success of Pringles tortilla chips, the first new product launch from the brand since it was acquired by The Kellogg Company. It delivers the critical ""what?"", ""why?"", and ""so what?"" analysis to teach you crucial lessons that increase your chances of launching successful products.

Reasons To Buy

- Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
 Table of Contents

About this research
Summary: Pringles tortillas chips
Mexican-style tortilla chips from Pringles
Kellogg's is strengthening its savory snacks position
British consumers seek out new grocery products
Pringles tortillas' bold taste has been well-received
Pringles has a fun and indulgent brand image
Consumers seek enjoyable shared food experiences
Take-out: consumers want novel brand diversification
Take-out: exotic and foreign styles offer new prospects
Canadean's Trend Sights
Appendix

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