Luxury TikTok Snacking: Pringles x The Caviar Co
Published 23 October 2023
American potato crisp brand Pringles has partnered with San Francisco-based The Caviar Company to offer limited-edition Crisps and Caviar Collection boxes containing different combinations of crisps and caviar in the US. The initiative was inspired by the popular TikTok trend (24.9 million views to date) of eating Pringles loaded with dollops of caviar.
Released in September, the $49 box option, dubbed Smoky Shores, contains Sour Cream & Onion Pringles crisps, The Caviar Co’s Smoked Trout Roe, and crème fraîche. It comes with a serving tray shaped like the Pringles mascot’s bow tie.
For $110, consumers can enjoy the Salt of the Sea kit, featuring all items in the Smoky Shores package – while swapping out Sour Cream & Onion crisps for Original – plus The Caviar Co’s Classic White Sturgeon Caviar. An $140 offering comprises both kinds of caviar alongside three Pringles varieties (Original, Sour Cream & Onion, and BBQ).
“We paired our high-quality, sustainably sourced caviar and roe with Pringles flavours that complement each other in taste, aroma and texture – the result is a must-try collection that takes the guesswork out of pairing and serving caviar,” explains The Caviar Co’s co-founder Petra Higby.
This initiative demonstrates the influence social media can have on consumers’ food and beverage rituals as well as future product development. By joining forces, these companies have created a way to attract new customers and surprise established fans.