Procter & Gamble is to launch Pringles in a new format to make the crisps brand more convenient to eat on-the-go.

The new Pocket Pack has been launched in a bid to take a bite out of the single-serve snacks market which the company say is worth GBP630.1m (US$1.2bn).

The company is also launching Pringles Rice Infusions in a bite-size format, a spin-off from the original launched last year.

The Pocket Pack format is designed to be a more convenient version of the familiar tube range.

"Pringles has had great success with the tube and the can is iconic but we have learnt a lot about the single serve market and we feel it is the right time to move into this area," Amber Kirby, brand manager for P&G told just-food. "We need to fit in with consumer needs and the new packet is more convenient for snacking on-the-go."

The Pocket Packs will be available in original and sour and cream, and the Rice Infusion Bite Size will be available in cheese and onion and sweet bbq spare rib.