As the name suggests, they are made from ground rice and as such are naturally lower in fat than regular Pringles (they actually contain 30% less fat).

They come in 160g tubes in four flavours: sour cream & onion, salt & vinegar, cheese & onion and sweet BBQ spare rib.

They will be in store from later this month and launch is supported by an £11m campaign including TV and radio advertising.

P&G expects the launch to add 40% incremental sales to the category.

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