Which Pringles flavor is coming back?
Along with the new burger-inspired option, Pringles is bringing back Beer-Braised Steak crisps. The company says there will be no changes to the returning flavor, so fans who tried it during the previous rollout should expect the same taste this time.
Pringles and Miller Lite previously teamed up on beer-themed crisps including Beer-Braised Steak and the more unusual Beer Can Chicken flavor. The new Beer Cheese Burger variety keeps the collaboration pointed firmly at backyard cookout territory.
Courtney Benedict, vice president of marketing for Miller Family of Brands, said the partnership fits with how people already pair the beer during warmer months.
“Fans love to pair Miller Lite with their summertime staples, so bringing it all together into one snack with Pringles again this year is pretty special,” Benedict said.
Why are so many snack brands doing this?
Pringles is not alone in leaning into limited-edition mashups. Food and beverage brands have been increasingly happy to cross streams, especially around summer events and sports.
Cheez-It recently teamed with Coors Light for Beer Cheese flavored snacks, one of the more direct entries in the beer-snack category. Elsewhere, brands are using the upcoming FIFA World Cup as a reason to bring back old favorites or build promotions around the tournament.
Among the recent and upcoming collaborations:
- Lay’s is bringing back several fan-favorite flavors tied to teams playing in the summer tournament.
- TGI Friday’s and Domino’s have both introduced menu ideas connected to red cards during games.
- Smoothie King has partnered with Grillo’s Pickles for a limited-time pickle smoothie.
Yes, that last one is exactly what it sounds like: a pickle-flavored smoothie. Innovation is a broad church.
When can shoppers find the limited-time crisps?
Both the new Beer Cheese Burger crisps and the returning Beer-Braised Steak flavor are set to arrive in June. They will be sold for a limited time, making them part of the usual seasonal rush of novelty snacks aimed at cookouts, watch parties and shoppers who enjoy explaining their cart at checkout.
For Pringles, the appeal is straightforward. The brand gets another conversation-starting flavor. Miller Lite gets its name attached to summer food rituals beyond the cooler. And snack fans get a can of crisps that tries to compress beer, cheese, beef and cookout energy into one stackable bite.
It is a lot to ask from a crisp. But that has not stopped anyone yet.
