Pioneering Growth: Pringles’ Incredible Expansion in Brazil
By Angela Viana
Sr. Manager of Salty Snacking (Pringles)
"Pringles is a beloved and iconic brand that has grown from humble beginnings, becoming a powerhouse in Brazil's snacking market. It's an exciting time to be part of the Pringles Brazil team."
Building a Strong Foundation
From Import to Local Production
When I joined Pringles in Brazil in 2022, I was amazed to see how far the brand had come in just a few short years.
Back in 2019, Pringles faced big challenges: All the products were imported, making them hard to find. At the time, distribution was limited to some regions, and few people had access to the brand.
That all changed in 2020. The team made the bold decision to start producing Pringles locally. From what I’ve learned, this shift not only made the product more affordable but also allowed for nationwide distribution, thanks to a strong logistics strategy.
Today, as part of the Pringles journey, it’s inspiring to see the results of those efforts. Pringles is now available nationwide, with a growing market share and retail presence that’s hard to miss.
Capturing Hearts and Taste Buds: Flavor Innovation
One of the secrets to Pringles’ success in Brazil is our focus on flavor innovation. Our process revolves around two pillars: understanding local preferences and tapping into consumer passion points.
For example, we explore unique Brazilian flavors that resonate deeply with local taste preferences, ensuring our offerings reflect the culture and culinary interests of our consumers. Some of our most popular local flavors are Churrasco (barbecue) and pizza flavors, including Margherita, Calabresa, and Portugesa. We also connect with specific communities, like gamers, to create special flavors that cater to their interests. This collaborative effort between marketing, R&D, and innovation teams drives the commercial success and market impact of each new flavor.
“When you see a new Pringles flavor on the shelf, you’re witnessing months of teamwork and strategy. From briefing R&D teams to testing with suppliers, it’s an exciting process that culminates in a product our customers love.”
The Power of Brand: Building Awareness and Excitement
In 2019, Pringles had limited visibility in Brazil. With a strong focus on building brand equity, we launched the global "Mind Popping" campaign, redefining Pringles as a fun, playful brand while highlighting how what looks like a simple potato chip is, in fact, so much more. By connecting with communities like gamers to create a buzz, these efforts have transformed Pringles into one of the most aspirational snack brands in Brazil.
“The results speak for themselves: Pringles’ sales volume and market share continue to grow, and consumer perception of the brand is overwhelmingly positive. Retailers are eager to stock our products because they know they’ll sell quickly.”
Achieving Success as One Team
Kellanova Brazil is a dynamic and inspiring place to work, and it’s not just because of the products. Our team’s passion and engagement drive our success. Everyone here is deeply committed to seeing the business grow, and the collaborative culture makes it a rewarding environment.
Pringles’ growth in Brazil is just the beginning. With Brazil’s size and potential, there are still enormous opportunities to expand distribution, launch new innovations, and connect with even more consumers.
A Bright Future Ahead
Every month, I’m proud to see Pringles’ volume and market share grow. The consistent upward trend motivates me and the entire team to push further and dream bigger.
Whether it’s launching new flavors, enhancing distribution, or driving innovation, the possibilities for Pringles and Kellanova Brazil are endless. It’s an exciting time to be part of a brand that’s capturing hearts across the country. Together, we’re not just growing a brand—we’re shaping the future of snacking in Brazil.