pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is taking the savoury biscuits fixture overseas with the addition of a new Italian Herbs flavour to its growing Carr’s Melts range.
The new Italian Herbs flavour will offer shoppers more choice within the Carr’s Melts range of deliciously-crisp wheaten biscuits – which have a light and mouth-watering melting texture. Perfect on their own or topped, the flavoursome addition to the £7.7M[1] Carr’s Melts range will appeal to shoppers who are looking to add some pizzazz to their savoury snacking choices.
Carr’s Melts are currently growing at +16%[2] YOY. The addition of an Italian Herbs variant to the range will drive consumer appeal by tapping into the popularity of Italian flavours and cuisine[3]. The launch brings the portfolio up to a four-strong proposition, joining Original, Cheese and Black Olive.
The latest Carr’s Melts innovation will enable retailers to drive incremental growth from shoppers looking for snacks to enjoy during social occasions. This is because 76% of consumers typically eat savoury biscuits at parties and social gatherings[4] – likely to become even more prominent in a post-COVID world.
“The irresistible meltability, crisp cracker and deep flavour of our Carr’s Melts range has helped it to win over shoppers who are looking for quality snacks which deliver on taste,” says Leighton Wall, Marketing Director – Savoury, at pladis UK&I.
“We’re confident that the product will be a hit amongst existing Carr’s Melts fans, as well as new shoppers looking to shake up their savoury snacks – whether they’re nibbling on the crackers straight from the box or piling them high with their favourite toppings.”
The launch will be supported by a total Carr’s £2.5 million Crack On marketing campaign, which will comprise of activity across social, PR, sampling and summer experiential events including Pub in the Park. Crack On will demonstrate the endless possibilities there are when it comes to enjoying Carr’s products, by encouraging shoppers to mix things up and have fun with their savoury snacks.
Carr’s Italian Herbs Flavour Melts will be launching into Tesco stores nationwide in 150g boxes (RRP: £1.69) from the beginning of April, before rolling out further across multiple retail, convenience and wholesale. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).
[1] Nielsen MAT we 12.02.2022
[2] Nielsen GB Total Coverage Latest 52 wks WE 15 Jan 2022
[3] Italian is the world’s most popular cuisine: https://www.independent.co.uk/life-style/italian-food-most-popular-pizza-pasta-chinese-japanese-yougov-a8818916.html
[4] Lightspeed/Mintel. Base: 1,722 internet users aged 16+ who have eaten savoury biscuits in the last 3 months, Dec 2020
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