United Biscuits has announced the introduction of a complete packaging redesign and logo revamp for its Jacob’s brand of cracker and crispbread snacks.
It follows the decision to bring all of United Biscuit’s savoury products, apart from Carr’s, under the Jacob’s brand and is part of the company’s master brand strategy launched last year. In April, we reported that the brand had launched a new marketing campaign that personified the Jacob’s name through the character of a miniature chef, played by Jason Cook.
United Biscuits claims that Jacob’s holds nearly 30% of the savoury biscuit and branded snacks market with a net worth of almost £200m. “The savoury snack market has been the fastest growing of all significantly sized snack categories in the UK over the past five years, currently expanding at five per cent year-on-year,” it adds.
Ted Linehan, director of savoury brands at United Biscuits, said: “We have launched a new look and feel for Jacob’s, as part of UB’s ongoing support of one of Britain’s most iconic brands. The revamped logo brings a smart, contemporary style to the range, keeping it fresh and exciting. Following the successful introduction of the Jacob’s masterbrand campaign, this will help us to continue growing through stronger on-shelf impact and easier range navigation for the brand in-store. We are confident this will help to extend Jacob’s appeal to all our customers.”
The redesigned packs have already been made available to retailers, with the first products rolling out in-store.
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