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Snacking giant Pringles has announced a major gaming collaboration with Xbox and Bethesda Softworks, launching a limited-edition Fallout 76 Mystery Flavour crisp across the UK and Ireland.

The partnership integrates high-value gaming IP directly into the snacking aisle, leveraging the visual identity of the Fallout franchise to drive engagement through a "blind taste" mechanic.

Product Innovation: The 'Vault' Concept

The new SKU features packaging heavily themed around Fallout 76 Vault imagery, designed to stand out on shelves and appeal directly to the gaming demographic. Consistent with Pringles' recent marketing strategy, the specific flavour profile remains undisclosed at launch, encouraging consumer debate and social media speculation.

Grace Taylor, Brand Activation Lead at Pringles, described the release as a "full-on flavour quest": "The seasoning is bold, surprising and full of twists that will keep fans debating for months on end."

This marks the brand's third-ever mystery release, following the successful "Santa's Secret Flavour" campaign which was eventually revealed to be Festive Truffle.

Core Range Packaging Refresh

In addition to the standalone mystery product, Pringles is executing a broader limited-edition packaging refresh across its core portfolio. The tubes for Original, Sour Cream & Onion, Salt & Vinegar, and Texas BBQ Sauce have been redesigned to feature artwork from several major Xbox titles.

Featured Games:

• World of Warcraft: Midnight

• Sea of Thieves

• The Outer Worlds 2

• Fallout 76

Strategic Rationale

The campaign is designed to gamify the consumption experience. By withholding the flavour notes, Pringles aims to replicate the "discovery" element of gaming within the physical product.

"Our Mystery Flavours always get people buzzing with excitement," Taylor noted. "Our most recent ‘Santa’s Secret Flavour’ had people guessing right up to the end."

The Fallout 76 Mystery Flavour and the themed core range are available at retailers across the UK and Ireland for a limited time.