United Biscuits has unveiled its largest product development of the year so far, with the introduction of new Jacob’s cracker crisps.
Available in sea salt and balsamic vinegar, Thai sweet chilli, and sour cream and chive varieties, the range will roll-out across the grocery and convenience sectors beginning today. They will initially be available in a 150g sharing bag with a recommended retail price of £2.09, although a 40g handy-pack variety is due for launch later this year.
The new products will bolster Jacob’s savoury range as United Biscuits seeks to realign consumers’ perceptions of the brand. In February, we reported that the company had invested £3m in developing its “tastiest ever” formulation of Crinklys crisps, following the launch of Jacob’s Oddities brand of baked biscuits in March 2012.
Jacob’s cracker crisps’ introduction will be supported by a £4.5m media campaign that covers a new television advertising campaign beginning this July, activity across shopper channels, in-store activation, and mass sampling that will seeks to drive awareness and trial purchase of the new range.
United Biscuits director of savoury brands Ted Linehan said: “We have over a century of baking expertise and our products are loved by consumers around the world. Our portfolio is 100% baked, and with an ever-increasing emphasis from consumers on healthier eating, ‘snackable crackers’ are poised to boost further growth in the category at large. “Through Jacob’s cracker crisps we have used our experience, alongside targeted consumer insights, to develop a new product that delivers exceptional taste and texture, meeting evolving consumer needs in this space. This is a major launch for UB following our recent moves in this space, cementing our position as the consumer go-to in sharable baked snacks.”
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