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Design firm bags new Pringles Select packaging

Gourmet version in four flavors drops the composite can in favor of a block-bottom pouch.

Pw 8810 Web Pringles Iz

Say the word "Pringles," and the image of a saddle-shape chip in a cylindrical container comes to mind. But when LPK (www.lpk.com), the design agency for Procter & Gamble's Pringles' brand, came up with a design for the company's new Pringles Select gourmet potato chips, the firm dropped the cylindrical can in favor of a block bottom pouch.


According to John Recker, LPK's executive vice president and chief strategy officer, the switch from a traditional, rigid form to a more organic, high-quality package with a sheen to it is in keeping with consumer expectations of gourmet products.

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