pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is heating up retailers’ Crisps & Snacks sales with a sizzling non-HFSS flavour set to widen appeal for its £12.9M Jacob’s Crinklys brand[1].

Tapping into the appeal of ‘Spicy’ and ‘Meaty’ flavours – a segment which is far-outpacing total category growth, up +26.8%[2] – Jacob’s Crinklys Chilli Beef will start hitting supermarket shelves from mid-May. This latest addition to the range features the familiar flavour-packed ridges coated in a chilli beef seasoning.

It follows hot on the heels of the successful non-HFSS recipe revision for Jacob’s Crinklys last summer, which saw the oven-baked favourite slash fat content by 30% for its classic Cheese & Onion and Salt & Vinegar flavours[3]. And it’s already set to be a big hit for the brand, as both the Cheese & Onion and Salt & Vinegar variants ranked within the top 5 non-HFSS launches of 2023[4], having reeled in an additional +£3.7M in sales (+43.3%)[5].

Following this success, Jacob’s Crinklys Cheese & Onion is also set to feature in pladis’ limited-edition run of summer caddies. It joins the brand’s signature Twiglets, Cheeselets and Mini Cheddars caddies – all of which will be rolling out across most major retailers from the end of May (RRP: £2.50) – and aims to build momentum for the brand during the uptick in sharing and snacking occasions that goes hand-in-hand with watching sporting events over the summer.

“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,” says 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[6].”

Jacob’s Crinklys Chilli Beef will be available in multipacks of 6x23g bags from today (13th May) in Asda (RRP: £1.75), before rolling out more widely across grocery and discounters from 17th June. Plus, to give independent retailers a bite of the action, pladis is also launching a channel-exclusive 90g PMP format (£1.25), which will be available to wholesalers and independent retailers from 20th May.

[1] Nielsen Total Coverage LMAT 06.04.24

[2] Nielsen IQ, WE 06.04.24, Total Coverage inc. Discs, Flavour Group YOY % Change LMAT

[3] 30% less fat than fried potato crisps

[4] Sales Value of 1 Products, ALL TRADING COMPANY, ALL BRAND, ALL FLAVOUR OF SAVOURY PRODUCT, ALL BB LI ESTIMATED HFSS STATUS in Total Coverage including Discounters/GB during latest 52 wks w/e 25/11/23

[5] Nielsen Total Coverage LMAT Sales Values 22.02.24

6 Nielsen IQ, WE 06.04.24, Total Coverage inc. Discs, Flavour Group % Share LMAT

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