You can now eat Pringles like a Real Housewife of New York City.
Pringles on Tuesday announced a brand new collaboration with The Caviar Company which will pair the iconic paraboloid chips with high-end caviar.
The limited edition partnership was borne out of the popular TikTok trend, which has seen users adding a dollop of caviar onto Pringles. The videos under the trend have been viewed more than 10 billion times.
"From TikTok reviews to reality TV housewives, the nation is craving Pringles and caviar," Pringles US marketing lead Mauricio Jenkins said in a statement. "Our partnership with The Caviar Co. not only embraces the trending snacking behavior 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."
Petra Higby, co-founder and CEO of The Caviar Co., tells CNBC Make It that she was "so excited" to see caviar newcomers embracing Pringles as a vehicle to try the seafood delicacy for the first time.
When Pringles reached out about an official collaboration, it was an instant yes.
"This collaboration is a dream come true," Higby says. "I've loved [Pringles] since I was a little girl."
Unlike a regular tube of Pringles, which retails for less than $3 at most stores, the Pringles x Caviar collab is going to cost you quite a bit more.
Customers will have three options to choose from, priced at $49, $110 and $140, respectively.
The cheapest option costs $49 and is dubbed "Smoky Shores." It features a can of Sour Cream & Onion chips, a jar of Smoked Trout Roe as well as crème fraîche. It comes with a serving tray shaped like the Pringles mascot's bow tie.
For $110 you can buy the "Salt of The Sea" kit which includes everything that's in the Smoky Shores package — swapping out the Sour Cream & Onion chips for the Original flavor — but adds on a jar of the Caviar Co.'s Classic White Sturgeon Caviar.
The most deluxe package is the $140 "Crisps and Caviar" flight, which includes both caviar types as well as three Pringles varieties: Original, Sour Cream & Onion and BBQ.
The kits will be on sale at PringlesandCaviar.shop beginning Tuesday, Sept. 19 at 12 p.m. ET.
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