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November 18, 2016

PepsiCo targets Pringles in France with new Lay’s line

PepsiCo is taking aim at the Pringles brand in France with the local launch of its Lay's Stax sub-brand.

By Dean Best

PepsiCo is taking aim at the Pringles brand in France with the local launch of its Lay’s Stax sub-brand.

The company is rolling out Lay’s Stax crisps, snacks sold in cylindrical packaging similar to that synonymous with Kellogg-owned Pringles and already available in markets including the US and Brazil.

PepsiCo said it wanted to “revitalise” this segment of France’s crisp market. Pointing to IRI data, PepsiCo said the segment had been seeing sales come under pressure in France.

It is launching three Lay’s Stax flavours – original, sour cream and onion, plus paprika.

The 170g tubes are on sale at recommended price of EUR1.80 (US$1.91).

Earlier this month, Kellogg said it had been seeing its Pringles brand grow at a “high-single digit” rate in Europe, with broad-based share growth across almost all markets”, although the company did not specify which countries.

Speaking after Kellogg reported its third-quarter results, Chris Hood, the president of Kellogg’s business in Europe, said: “Pringles has been a big success as we acquired this brand in 2012. We’re seeing continued high single-digit growth, with broad-based share growth across almost all markets. This marks four years in a row of high single-digit growth in this brand. And we’re doing this by strengthening the core of the brand and accessing new occasions in new markets via additional sizes and geographic expansion.”

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