Pringles Rice Fusion: Concept

Concepts that pop, innovation that doesn’t stop

Pringles identified an opportunity for a new sub-range of Asian-inspired rice-based snacks. They were looking to create a snack that delivered a unique product experience while enhancing the core Pringles range. Ahead of launch, they wanted to explore the product’s potential and optimize the consumer proposition.

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We first used our advanced tools to assess the feasibility of the new product, creating a detailed understanding of the likely source of sales versus cannibalization. We also identified the strongest concept for Pringles Rice Fusion and helped to define the optimal flavor range.

We worked in partnership with Pringles throughout the development of Rice Fusion, conducting multiple rounds of prototype testing to ensure a product experience that delighted and delivered against consumer expectation.


Pringles Rice Fusion was launched in 2019, achieving sales of £13.5m and helping Pringles to maintain its position as the number one crisp brand for the sharing occasion. Kantar ranked it as one of the most successful launches of the year. The range continues to grow, with the launch of a new Japanese Katsu Curry flavor at the start of 2020.

"Pringles Rice Fusions launched strongly, earning a place on Kantar’s ranking of the most successful new FMCG launches of 2019 and most probably delivering higher margins to manufacturer Kellogg’s, given they are made of rice instead of potatoes."

Kantar, 2020

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