Pringles are not potato crisps, because of their unnatural form and low potato content, which is about only 42%
In July 2008 in the High Court in London, P&G lawyers successfully argued against a United Kingdom VAT and Duties Tribunal decision that Pringles were not crisps (even though it said "Potato Crisps" on the container) as the potato content was only 42% (less than required 50%) and their unnatural shape, P&G stated, "is not found in nature". This exempted Pringles from the 17.5% VAT for potato crisps and potato-derived snacks. In May 2009, the Court of Appeal reversed the earlier decision. A spokesman for P&G stated it had been paying the VAT protectively and owed no back taxes.
Pringles is a brand of potato and wheat-based snacks owned by the Kellogg Company. Pringles are sold in more than 140 countries and have yearly sales of more than US$1 billion. They were originally developed by Procter & Gamble, who first sold the product in 1968. P&G sold the brand to Kellogg in 2011.