After debuting the original Cracker Crisps format in 2015, Jacob’s is seeking to build on the popularity of the range by launching a thinner and crispier snack with lighter texture, Cracker Crisps Thins.
Consumer testing shows that Cracker Crisps Thins have strong appeal with a younger audience, owing to the range’s different texture and bold flavours. The launch also presents an opportunity for Jacob’s to build its presence in the sharing snacks category.
Rolled out across grocery, this launch will be boosted in-store with POS and sampling across key retail partners to drive trial and awareness. The campaign will also be supported through online, digital and press in the grocery channel.
Steve Monk, director of the regional brands business unit at pladis UK&I, said: “Jacob’s Cracker Crisps have been a terrific success since launching two years ago, becoming an established brand and the leading baked product within premium sharing crisps and snacks. We look forward to driving further growth to the category by offering this new snacking experience to consumers through their light and crispy texture and flavour-packed taste.”
Available in 130g sharing bags, Jacob’s Cracker Crisp Thins boast three flavours – Mature Cheddar & Roasted Onion, Sea Salt & Cracked Black Pepper and Thai Sweet Chilli.