‘Identity theft’: Unauthorised Prosecco-flavoured Pringles seized in Italy

‘We can no longer tolerate that a protected name be used without authorisation!’ Veneto president says

Pringles released the crisps for a limited edition run in 2018 (Screenshot/Twitter/Pringles)

Officials in Italy have seized 250 tubes of Prosecco flavoured Pringles crisps, after claims the company used the sparkling wine’s name without permission.

Pringles produced the limited edition range of crisps in December 2018.

The packets were seized from a supermarket in Veneto in north eastern Italy last week.

The region is known for producing the sparkling wine.

“Identity theft cannot be allowed,” said Teresa Bellanova, Italy’s agriculture policy minister.

Prosecco is protected under the EU’s stringent designations of origin (PDO) rules.

A number of highly popular products are protected under the legal framework, which dictates that certain products can only be produced in specific reputable regions.

Champagne must be produced in the Champagne region of France, while Prosecco must be produced in north-eastern Italy.

“Clearly ours is a successful product, and attempts are often made to improperly use the brand, for sweets, dog food, even erotic lubricating gels,” said Stefano Zanette, president of the Prosecco Denomination of Controlled Origin Consortium, according to The Local.

Ms Bellanova said Pringles had used the wine’s name “without authorisation from the Consortium”.

Prosecco was granted protected origin status in 2009.

Luca Zaia, the president of Veneto, reacted furiously to news of the seizure.

“We can no longer tolerate that a protected name be used without authorisation,” he said.

“That’s why we have been insisting for years – to all administrative and government levels – in protecting our excellences, protecting them from fraud [and] abuse”.

The Independent has contacted Pringles for comment.