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New Multigrain Pringles Marketed To Health Conscious Age Groups

July 1, 2010: 09:52 AM EST

Procter & Gamble’s Pringles brand is launching a multigrain version. The launch campaign includes TV and online ads, and donations to Share Our Strength to help hungry children in the US. Pringles also hired Food Network chef, Tyler Florence, to create recipes that went well with the new product, which was developed with a focus on taste, and comes in three flavors: Truly Original, Creamy Ranch and Cheesy Cheddar. One problem the marketers have to overcome is the perception that multigrain items are tasteless. Samples and coupons were given out in grocery stores nationwide, at concerts and festivals, and at New York’s Grand Central Station. The campaign was designed to target people 35 and older, who tend to be more aware of healthier foods, although the new product has about the same sodium content and calories as the original.

ELIZABETH OLSON, "The Chip That Stacks Adds a Multigrain Twist", The New York Times , July 01, 2010, © The New York Times Company
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