Pringles is borrowing the flavor playbook from the largest sports bar brand in the United States. Mars Snacking North America and Buffalo Wild Wings have co-developed a three-SKU line of stackable crisps built around the chain's fan-favorite wing sauces, with select-retailer availability beginning in July and a full national rollout planned for September. Each can carries a suggested retail price of $2.69.
The collaboration marks Pringles' first flavor partnership with a national restaurant brand in more than five years — a notable signal that restaurant-to-retail licensing remains a viable brand-extension strategy for both foodservice operators and CPG companies looking to capture at-home snacking occasions.
The Three Flavors
The lineup covers a deliberate heat spectrum. Parmesan Garlic leads as the mildest option, layering aged parmesan, roasted garlic, Italian herbs, and a citrus note with a finish of red spice. Medium Buffalo delivers the classic game-day profile — cayenne heat, tangy Buffalo sauce, and a buttery finish. Asian Zing, Buffalo Wild Wings' trademarked sauce, rounds out the trio with sweet heat driven by chili peppers, rice vinegar, soy sauce, and ginger.
The heat progression is intentional: it gives retailers a range to merchandise as a set and gives operators at Buffalo Wild Wings a retail touchpoint that mirrors the actual menu experience guests are already familiar with.
What It Means for Operators
"We've taken the unmistakable flavors people love from Buffalo Wild Wings and packed them into our iconic stackable crisps, creating a lineup that's made for every kickoff, watch party and tailgate," said Mauricio Jenkins, Salty Snacks Brand & Content Lead, Mars Snacking North America.
For Buffalo Wild Wings, the upside extends beyond licensing revenue. Tristan Meline, Brand President of Buffalo Wild Wings, framed the deal explicitly as a customer-acquisition vehicle: "It's a fun way to introduce new consumers to the brand and invite them to experience our legendary flavors firsthand."
That framing matters in today's competitive casual-dining environment, where off-premise channels and retail tie-ins function as low-friction brand sampling. Buffalo Wild Wings already operates more than 1,400 restaurants across nine global markets and has been expanding its off-premise footprint through its Buffalo Wild Wings GO fast-casual format. A CPG presence on grocery and convenience shelves adds another layer of brand visibility between restaurant visits.
The broader restaurant-brand licensing trend in food and beverage has accelerated since the pandemic, as chains look for recurring revenue streams that don't depend entirely on foot traffic. Sauce-led flavor collaborations are particularly well-suited to CPG translation because the flavor profiles are already defined, tested with consumers, and tied to strong menu associations.
Consumers can use Pringles.com to locate retail stockists. The full national expansion hits shelves in September, aligning the rollout with the start of the NFL season — the single highest-volume snacking window of the year for both salty snacks and sports bar operators.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
