pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is bringing its A-game to the savoury biscuits fixture, with the launch of three new crackers, under its £79.5M[1] Jacob’s brand.

Firstly, Jacob’s Mediterranean, available in two flavour variants – Pinch of Salt and Tomato & Basil – will bring a taste of sunshine to British shoppers’ lunches. Made up of five individually wrapped snack packs, these light, melt in the mouth crackers are easily portable and as suited to hosting all manner of toppings as they are crumbled over salads for added sun-soaked crunch.

Next, shopper favourite, Jacob’s Cheddars, will launch in a new Red Leicester variety, helping Brits add an extra nutty cheesy crunch to picnics and lunches this summer. Already a popular flavour in the Jacob’s Mini Cheddars range – and the second-biggest seller[2] – the new, full-sized cracker will encourage even more shoppers to buy into the Jacob’s brand.

The latest innovation from Jacob’s launches amid a successful few years for savoury biscuits, which has welcomed almost half a million new shoppers since the start of 2020[3], while products within the Jacob’s savoury biscuit portfolio remain a shopping bag essential for four in ten UK households (42.8%)[4].

“Over the past few years, we’ve seen hundreds of thousands of new shoppers buy into the category,” says Leighton Wall, Marketing Director – Savoury, at pladis UK&I.

“Starting out as a bread replacement when shelves were stripped bare in early 2020, now even more shoppers are reappraising the category as so much more than an accompaniment to cheese. Whether dunking into hummus, or topping with avocado, shoppers are considering crackers, crispbreads and savoury biscuits throughout the day, at lunchtime and beyond.

“Plus, with hybrid working set to continue for a significant proportion of the population, we’re continuing to see shoppers break free from sandwiches and experiment with more exciting customisable lunch options, just like those offered in our Jacob’s range.”

Jacob’s Mediterranean (190g) will initially be available in Sainsbury’s stores from late June, RRP £1.59, while Jacob’s Mini Cheddars Red Leicester (150g) will be listed by multiple retailers including Tesco, Sainsbury’s, Morrisons and Asda at an RRP of £1.45. All three SKUs will subsequently be rolled into wholesale.

[1] Kantar 52 w/e 20.03.22

[2] Kantar 52 w/e 11.06.22

[3] Kantar 52 w/e 20.03.22

[4] Kantar 52 w/e 20.03.22

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