Pladis is expanding its Jacob’s portfolio with the launch of two new crackers in a bid to recruit shoppers aged 35+ into the category.
First up is a new Jacob’s Cheddars Cheese & Pickle flavour. The innovation joins the savoury biscuits range with a reimagining of an iconic British flavour duo, combining the creaminess of cheddar cheese with the sweet tang of pickle in a cracker.
Next up, Jacob’s is launching Rosemary Mediterranean crackers, which joins the existing Pinch of Salt variant. The new flavour will come in five packs of four, individually wrapped crackers baked with the taste of rosemary. Ideal to grab and go, the launch is aimed at driving sales amongst younger shoppers seeking on-trend flavours.
Asli Akman, Marketing Director – pladis UK&I, noted: “Jacob’s has been enjoyed in millions of households nationwide for decades, thanks to our portfolio of full-on flavour crackers and savoury biscuits. But with 28% of sales coming from new savoury biscuit shoppers, there is a clear opportunity to recruit new fans and we are confident that these two new additions to our range – one offering a tasty new take on a classic combination and another that taps into a popular flavour trend – are a great way to appeal to a new generation of shoppers.”
Jacob’s Mediterranean Rosemary are available in Asda in 190g boxes of five packs of four individually wrapped crackers (RRP: £1.99), with further rollout further from October. Jacob’s Cheddars Cheese & Pickle will follow shortly after, hitting Asda and Morrisons shelves – amongst others – from October in 150g packs at an RRP of £1.25. Both products will also be available to wholesalers and convenience retailers.
NAM Implications:
- Given the rapidly changing times, innovation may be one of the only ways forward.
- …with young shoppers a fairly safe bet, if the right notes are played.
- Fingers crossed.
