United Biscuits has announced changes to its original recipe of baked snack, Jacob’s Crinklys.  

The enhanced flavour range is rolling out across grocery and convenience and impulse outlets. 

Bacon has replaced sweet BBQ in variety packs. Multipacks, including cheese and onion or salt and vinegar (7x25g) are priced at £2.30rrp. Cheese and onion or salt and vinegar grab bags 50g are priced at £0.69rrp. Cheese and onion sharing bag 125g is £1 pricemarked pack.

The re-branding of the products, under the Jacob’s master brand, and the launch of the new flavour range, will be supported by a £3m media and in-store support plan. The Crinklys range will have a television advertising campaign from March 2015, and the launch will also be supported by in-store activations, as well as online marketing, PR and social media.

Ted Linehan, director of savoury brands at United Biscuits, said: “In taste tests, three quarters of respondents preferred our new seasonings, a fantastic score, so we are confident our improvements to the flavour profile will deliver the tastiest product yet, one that will compete strongly as an alternative to crisps.”