pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is celebrating the hearty flavours of restaurant favourites with a new duo of limited-edition flavours for its £94.3M (+24.1%) Jacob’s Mini Cheddars brand.
Baked with real cheese and inspired by popular mouth-watering meals, the new flavour duo – Classic Cheese Pizza and Bangin’ Cheese Burger – will continue to attract younger shoppers seeking exciting, modern flavours, driving incrementality in the process.
“Our continued focus on innovation has helped us leverage scale and reach record heights for our Jacob’s Mini Cheddars brand,” says Leighton Wall, Marketing Director – Savoury, at pladis UK&I. “In fact, the brand has already reached double-digit growth – but we’ve got our sights set even higher.
“We’re targeting big growth ambitions for this household favourite brand. By launching limited-edition cheesy street food-inspired NPD, we’re aiming to accelerate this and unlock new sales opportunities for our retail customers, particularly around the lunchtime treat occasion – whether shoppers are elevating an at-home lunch or grabbing an individual packet to enjoy a moment of cheeky, cheesy pleasure on the move.”
Jacob’s Mini Cheddars has a successful track record of launching limited-edition flavours, with the previous four ranges having welcomed 2.8 million new shoppers to the brand.
“Classic Cheese Pizza and Bangin’ Cheese Burger mark the fifth annual limited-edition flavour rotation for the brand, as well as the next step in expanding our core portfolio. In fact, our Red Leicester variant – which was part of the original Choose Your Cheese campaign – became a permanent fixture in our core arsenal after an incredible sales performance, and is now our second biggest selling flavour.“After rigorous consumer testing, we’re confident we can replicate similar success for our latest variants, which pack a bold flavour punch that’s bound to liven up the snacking aisle. We anticipate the range will be received with open arms by established and loyal Mini Cheddars fans, whilst also inspiring younger adults seeking trend-led flavour variants to buy into the brand.”
Jacob’s Mini Cheddars Classic Cheese Pizza and Bangin’ Cheese Burger are now available in 6x23g multipacks (RRP: £1.50) in Morrisons and Tesco, and will be rolling out across other multiple grocers, as well as in convenience and wholesale, from 20th June.
 Nielsen to 21.05.22