Pringles takes the TikTok trend a step further with caviar partnership 

Fancy some caviar with your Pringles chips? Caviar company The Caviar Co. has partnered with Pringles to do just that. Inspired by the TikTok trend of pairing the two items, the new ‘Crisps and Caviar Collection’ from Pringles and The Caviar Co. pairs one of the finest foods in the world with ever with everyone's favourite snack for an unforgettable flavour bomb. 

The collection takes flavours such as Original, Sour Cream & Onion and BBQ and pairs them with The Caviar Co.'s classic white Sturgeon caviar and smoked trout roe.

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Fans can pick from three kit offerings, each stocked with a gold collectable caviar keychain to open tins and two spoons to enjoy this trendy snack at home or on the go, according to the brand in a statement. 

"From TikTok reviews to reality TV housewives, the nation is craving Pringles and caviar – and in true Pringles fashion, we're satisfying the caviar-curious," said Mauricio Jenkins, US marketing lead for Pringles. "Our partnership with The Caviar Co. not only embraces the trending snacking behaviour in an approachable manner, but expertly curates our beloved crisp flavors with this seafood delicacy for a Pringles tasting experience unlike one you've ever had before."

"Pringles and caviar are the high-low snack the world didn't know we needed, but the combination is simply delightful," added Petra Higby, chief executive officer and founder of The Caviar Co. "We expertly 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, is sure to elevate any occasion, and brings your caviar dreams to life."

The partnership joins the ranks of some of the whackiest that MARKETING-INTERACTIVE has seen this year. Just this week, Tiger Beer dipped its paws into the fashion space with the launch of the world's first puffer jacket with a beer-powered cooling system made specifically to keep you cool in the tropical heat.

Done in partnership with fashion designer Izzy Du, BBH Singapore and LePub APAC, the TIGER Summer Puffer's cooling system is powered by an ice-cold Tiger Beer. The beer chills water that is then pumped around the wearer's body using a network of silicone tubes. These tubes make contact with key points where the arteries are closest to the skin, cooling the body down by up to 5°C in the sun.  

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