Procter & Gamble

Procter & Gamble

Better-for-you Snack Foods


Pringles was looking for ways to create irresistible, fun-to-eat snacks with a stronger health proposition.


As part of its early-stage work for P&G, Innovia explored the physiological and social factors that make a snack food “moreish.” We also explored the consumption opportunities within different lifestyles and their accompanying mindsets. We looked at technologies to improve healthiness and a wide range of product forms. We then created a diverse range of snacking concepts that included variants of the existing product pipeline as well as wholly original ideas. To bring our concepts to life for qualitative consumer testing, Innovia produced realistic and evocative visualizations of products and the occasions where they are consumed. We also created story boards for use in quantitative research.


Procter & Gamble then did further research and created Pringles Stix. The new product was launched in early 2008.