United Biscuits has revealed flavour changes to its Jacobs Crinklys product line, and has announced that it will support the relaunch with “significant” investment.
The snack manufacturer has claimed that the new formulation is the “tastiest ever” incarnation of Crinklys, which was introduced seven years ago as a sub-brand to the popular Mini Cheddars line. The flavours of Crinklys cheese and onion, and salt and vinegar, have been improved and are enhanced by the addition of a new bacon flavour.
The company will support the changes with a £3m media and in-store campaign, including television advertising from March, as well as online marketing, social media activity and PR. Crinklys was recently brought under the Jacob’s brand as part of an extensive re-branding process, following Jacob’s unveiling of a new logo and packaging revamp in January. United Biscuits has now said that it anticipates “significant continued growth” as a result of the efforts.
Ted Linehan, director of savoury brands for United Biscuits, said: “We are committed to offering a fresh and diverse range of products to our customers, many of whom are looking for a healthier alternative to fried snacks. Crinklys have always boasted a strong flavour thanks to their crinkled crunchy baked texture, so getting the new recipe right was crucial. In taste tests, three quarters of respondents preferred our new seasonings, a fantastic score, so we are confident our improvements to the flavour profile will deliver the tastiest product yet, one that will compete strongly as an alternative to crisps. “Our market research shows that 1.5 million households have purchased a baked snack over the past four years. With a continuing focus on healthier eating, consumers are increasingly discerning when choosing snacking products whether for on-the-go or at home. We believe Crinklys has been a hidden gem within our snacks portfolio, with the ability to meet this trend.”
The range will be available in variety and individual flavour multipacks, 50g grab bags and a price-marked cheese and onion sharing pack.
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