Pringles

Procter & Gamble introduced Pringles in 1968 as "Pringle's Newfangled Potato Chips," a direct answer to two frustrations: broken chips and greasy bags. A team led by chemist Alexander Liepa developed an extruded dough from dehydrated potatoes, wheat starch, corn flour, and rice flour, then fried and seasoned it into a uniform saddle shape. The airtight cylindrical can protected the chips from breakage and kept them fresh longer. P&G sold the brand to Kellogg's (via Kellanova) in 2012 for $2.7 billion, and in 2024 Mars Inc. acquired Kellanova for $35.9 billion, making Pringles a flagship snack within Mars's global portfolio.

The brand's visual identity is anchored by Julius Pringles, the mascot with a mustache and bow tie designed by artist Louis R. Katz in 1968. Marketing campaigns lean into humor and pop culture, with the long-running slogan emphasizing the snack's addictive crunch. Social media engagement includes flavor voting campaigns and viral challenges like the "Pringles Ring" contest. Limited-edition flavors often tie into movies, video games, or fast-food partnerships, such as Pringles x Taco Bell and a McDonald's Big Mac flavor in select markets.

Pringles has faced notable legal and regulatory scrutiny. In the UK, a 2008-2009 court battle determined whether the chips were potato crisps subject to 17.5% VAT or tax-exempt savory snacks; the Court of Appeal ruled them crisps. In 2017, P&G settled a class-action lawsuit for $3.5 million over misleading "whole grain" claims on Pringles Stix. Despite these controversies, the brand maintains a strong global presence, with manufacturing plants in the U.S., Belgium, Malaysia, and China, and distribution in over 140 countries.[edit]