Social media trend lures Pringles into partnership with The Caviar Co

The Caviar Co.’s recent partnership with Kellogg’s Pringles brand to sell each other’s products may seem like an unlikely pairing, but to Caviar Co. CEO and founder Petra Higby, a Pringle serves as a perfect plate for her company’s high-end products.

Potato chips are “actually a very common and popular accoutrement” to caviar, Higby said.

“It’s the ultimate high-low pairing,” she said. “The light texture, balanced flavor, and unique uniform paraboloid shape of Pringles make the crisps the perfect shape to hold caviar and roe for easy, elevated snacking. Beyond the versatility of the pairing, crisps offer a base that pairs perfectly with caviar and doesn’t overpower the delicate flavor profile of the delicacy.”

Brokered by Kellogg’s exclusive global food and beverage licensing agency, Beanstalk, the collaboration came about after The Caviar Co.’s team joined the Pringles team at the seventh annual Interscope House Party during the Coachella Music Festival in April 2023. They served The Caviar Co.’s Kaluga Hybrid caviar paired with a variety of Pringles flavors to guests at the party, who ended up sharing their experiences on social media.

Other users then rapidly and widely shared the social media posts, which racked up more than 10 billion views on TikTok alone, gaining the attention of Pringles executives.

The resulting partnership – the limited edition “Crisps and Caviar Collection” – includes ...

Photo courtesy of Kellogg Company