Pladis has introduced a new non-HFSS flavour to its £12.9m Jacob’s Crinklys brand.
Tapping into the appeal of ‘Spicy’ and ‘Meaty’ flavours – a segment which is outpacing total category growth, up 26.8% – Jacob’s Crinklys Chilli Beef will start rolling out in supermarkets this month.
The move follows the non-HFSS recipe revision for Jacob’s Crinklys last summer, which saw the oven-baked brand reduce the fat content by 30% for its Cheese & Onion and Salt & Vinegar flavours. Both variants are now ranked within the top five non-HFSS launches of 2023, having generated an additional £3.7m in sales (+43.3%).
“Jacob’s has been baking some of nation’s favourite savoury snacks for over 170 years, but we’re no strangers to deviating from tradition and experimenting with trend-led innovation,” said Asli Akman, Marketing Director – pladis UK&I. “In fact, we’ve got a track record of reeling in younger snackers with exciting flavours and new formats.
“Now, with Jacob’s Crinklys Chilli Beef, we’re encouraging snacking shoppers to branch out and discover a tasty take on our much-loved savoury ridges. And this latest launch is already set up for success thanks to both our reputation and the existing popularity of ‘Spicy’ or ‘Meaty’ Crisps & Snacks, with almost a fifth (18%) of the category’s shoppers already purchasing these flavours.”
Jacob’s Crinklys Chilli Beef will be available in multipacks of 6x23g bags from this week in Asda (RRP: £1.75), before rolling out more widely across grocery and discounters from 17 June. For independent retailers, pladis is also launching a channel-exclusive 90g PMP format (£1.25), which will be available to wholesalers and independent retailers from 20 May.
