Procter & Gamble (P&G) has launched Pringles Xtreme, which targets a younger audience with stronger flavours. They come in four bold flavours: exploding cheese & chilli; smokin’ ribs; flamin’ chilli sauce; and fiery wasabi.

All flavours are available in 150g cans with a rrp of £1.55. Exploding cheese & chilli and smokin’ ribs are also available in 40g cans, rrp 65p.

According to P&G, large sharing snacks are worth £447.2m in annual UK retail sales (IRI epos sales 52 w/e April 2009), with Pringles the market leader. And ’extreme’ style flavours are seeing strong growth. Worth £97.6m, they are bought by 50% of UK households (TNS Worldpanel 52 w/e December 28, 2008).

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