Stock more to score more with Pringles and Cheez-It this football season

Kellanova is helping independent retailers get match-fit for the summer football season with a major new competition across Pringles and Cheez-It – offering retailers the chance to win up to £25,000 – the biggest cash trade prize the brand has ever run*.

Running across June and July, the promotion has been designed to support retailers during one of the biggest footfall and sales-driving moments in the snacking calendar. Football is already the second biggest trading period for Pringles after Christmas^[1], and with a major summer of sport ahead, Kellanova is encouraging stores to build a fixture that caters to all matchday missions.

Under the mechanic, retailers who buy large sharing formats: Pringles 165g PMP and Cheez-It 120g PMP will be entered for the chance to win up to £10,000. Those who also stock the single-serve line-up: Pringles 70g PMP and Cheez-It 65g PMP taking their total to four qualifying SKUs, will be entered for the chance to win up to £25,000.

With shoppers set to gather around the football this summer, the promotion gives retailers a timely reason to sharpen their savoury snacking range ahead of a key trading window. Kellanova data shows 79% of fans intend to watch England games at home^[2], creating a clear opportunity to capture shoppers building a night-in basket, topping up before kick-off or adding an impulse snack to a wider shop.

Pringles has a proven track record in turning football occasions into sales, having delivered £49.1million RSV during the Euros tournament, reached 6million buyers and become the number one large sharing crisps brand during the period, while also contributing 30% of total sharing category growth^[3]. This year, Kellanova is adding Cheez-It to the fixture to help retailers bring fresh attention to savoury snacking, pairing an established football favourite with a brand that gives shoppers a new reason to engage with the category.

Adam Goonajee, Activation Brand Manager at Kellanova said: “Football is one of the biggest moments in the year for retailers to drive savoury snacking sales, and we want this promotion to feel genuinely worth backing. A £25,000 top prize is a serious incentive, particularly for independent retailers, and it reflects the scale of the opportunity we see across Pringles and Cheez-It this summer.

“By backing both brands across sharing and single-serve, retailers can give themselves the best chance of capturing the summer snacking opportunity – and winning a cash prize that could make a real difference to their business.”

Recommended retail price. Pricing is at the sole discretion of the retailer.

* Terms and Conditions:

™, ®, © 2026 KELLOGG Europe Trading Limited. TM & © 2026 Burger King Company LLC. Used under license. All rights reserved. UK only, 18+. Purchase a Burger King® Chicken Royale® or Bacon Double Cheese XL Pringles pack, scan the QR code or visit pringles.com/burgerking, enter your email and the last 4 digits of the relevant pack barcode between 06/04/26 & 31/10/26 to claim a unique voucher code for 1 x Buy 1 Get 1 Free Bacon Double Cheese XL or Chicken Royale®. Redeem by 01/12/26 at participating Burger King restaurants. Not valid in conjunction with another order or meal deal. Max 1 claim per person per day. Max 1 voucher per transaction. Internet access required. Retain receipt. T&Cs: pringles.com/burgerking/terms Promoter: Kellogg Europe Trading Limited.