Procter & Gamble

Procter & Gamble

Generating ideas for new snack products


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


We explored the physiological and social factors that make a snack food “moreish,” and investigated the consumption opportunities for people with different lifestyles and different mindsets. We looked at technologies to improve healthiness in 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.


We gave P&G realistic product visualisations for qualitative consumer testing and storyboards for quantitative research. After further research, it created Pringles Stix. The new product was launched in early 2008.