Procter & Gamble believes it’s cracked the ’better for you’ snacking market with its new Pringles Rice Infusions.

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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