Pringles is adding a Flame Grilled Steak variety to its range, available exclusively to the wholesale channel.
The new flavour is available as a £2.99 price-marked pack (PMP) to retailers from Bestway, Dhamecha, Parfetts, Sugro and Unitas.
Read more: How to boost your crisps and snacks category
Explaining the reasoning behind the launch, supplier Kellanova said there was an opportunity for steak flavours to grow in sharing snacks, even though they currently only account for 0.2% of sales within the large sharing segment.
The supplier pointed to successful singles launches from brands including McCoy’s and Walkers Max as evidence of untapped headroom for sharing-size steak flavours.
Pringles is also now worth more than £60m to symbols and independents, growing by 5.6% vs the overall crisp category’s slight decline of 0.1%.
