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 three different kits with a gold collectable caviar keychain to open tins and two spoons to enjoy the trendy snack.
“The reception was amazing, and a few months following, we began discussing ways in which we could join forces with Pringles to curate a product that marries innovation, flavor, and sophistication while also providing an elevated snacking experience,” Higby said. “After three months of product testing to discover the perfect flavor combos, designing, and bringing to life the perfect on-the-go snack kits and flights, we’re thrilled to finally be introducing the Crisps and Caviar collection.”
Pairings for the new collection include Pringles original, sour cream and onion, and barbeque flavors with The Caviar Co.’s classic white sturgeon caviar and smoked trout roe.
One of the kits – Pringles x The Caviar Co. Smoky Shore – which retails for USD 49 (EUR 46), includes Pringles sour cream and onion, The Caviar Co.'s smoky and savory smoked trout roe, and crème fraîche “for a bright, tangy, and balanced tasting experience,” Kellogg’s said. The kit is equipped with a bow tie serving tray, influenced by the Pringles mascot and logo Mr. P.
Another kit, dubbed Salt of The Sea, retails for USD 110 (EUR 104).
“For a harmonious blend of crunchy, creamy, and salinity, top Pringles original with The Caviar Co.’s buttery classic white sturgeon caviar and rich crème fraîche,” Pringles said.
The “dream collaboration” is one of The Caviar Co.’s biggest partnerships to date, Higby said.
“While we regularly collaborate with a variety of partners ranging from Michelin Star chefs and celebrities to like-minded brands and bespoke artisans, this is one of our most notable partnerships to date in terms of scale and brand visibility,” she said.
The collection is available online with “limited quantity of daily drops while supplies last,” Higby told SeafoodSource. The kits are also on sale at The Caviar Co.’s retail location in San Francisco, California, U.S.A.
The high-profile partnership reflects Americans’ growing love for caviar, particularly among younger demographics, according to Higby. Caviar demand soared during the Covid-19 pandemic, according to BBC. In fact, caviar sales exceeded USD 100 million (EUR 93.4 million) in the U.S. in 2022, according to Fact.MR, and the research firm predicted a compound annual growth rate of 7.6 percent for the sector through 2033.
Higby said the partnership perfectly capitalizes on these trends by “demystify[ing] caviar and mak[ing] it more accessible for the caviar-curious who might be intimidated to expand their palates otherwise while making caviar an everyday indulgence for connoisseurs who might typically reserve [the product] to white tablecloth occasions.”
“We founded The Caviar Co. on a mission to make caviar more approachable, so our consumers are very familiar with the crisps and caviar pairing and similar unexpected pairings that we offer in our Tiburon Caviar and Champagne Lounge like ice cream and caviar, popcorn and caviar, and more,” she said.
Photo courtesy of The Caviar Company
