Kellanova-owned snack brand Pringles has announced the launch of a new flavour, Flame Grilled Steak, aimed specifically at the convenience store sector. This latest addition comes as part of the brand's strategy to diversify its offerings within a competitive snack market.

The Flame Grilled Steak variant will be available exclusively in convenience channels, where Pringles has reported significant growth, currently valued at over £60 million.

The introduction of price-marked packs in a 165g size, with a RRP of £2.99, is intended to facilitate impulse purchases and enhance on-the-go snacking options for consumers. Pricing will ultimately be at the discretion of retailers.

This growth contrasts with a slight decline of 0.1% in the broader snack category. The introduction of price-marked packs is intended to facilitate impulse purchases and enhance on-the-go snacking options for consumers.

Market analysis highlights a growing interest in steak-flavoured snacks, with competitors like McCoys and Walkers Max performing well in this segment. Despite steak flavours accounting for only 0.2% of total sales in the large sharing segment, the potential market for steak snacks in the away-from-home channel is estimated at nearly £20 million.

The launch will be supported by point-of-sale materials aimed at increasing visibility and consumer trial, alongside activation packages for wholesalers. This approach reflects an effort to address consumer demand for bold flavours while navigating the challenges faced by the snack industry.

Hannah Fearnley, head of route to market at Kellanova, said: "Steak is a massive flavour opportunity and one that’s proven to resonate so strongly amongst consumers. Given our growth in the Large Sharing sector, we are uniquely positioned to deliver this opportunity and reinvigorate the snacking aisle by giving consumers and retailers what they want."

The new flavour will be available through wholesalers including Bestway, Dhamecha, Parfetts, Sugro and Unitas.