Jacob’s has announced that it will be extending its Jacob’s Mini Cheddars range with the addition of three new flavours – red leicester, stilton and smoked applewood.

Rolling out from May, the new range will be offered in multipack format (rrp £1.88).

The range will be supported by a £4m media campaign including advertising, PR and digital activity. The campaign will include a brand new TV advert airing from July, featuring the fictional “’Cheddar Appreciation Society” and their stance on the new cheese arrivals. The range will also be supported by an in-store shopper campaign, focused on driving awareness and trial of the new cheese flavours through in-store media, competitions and sampling activations.

Steve Monk, marketing lead for savoury, said: “We know that flavour remains a key driver for the Crisps and Snacks category, so we’re very excited to add these three new, tasty flavours to the Mini Cheddars range – designed to appeal to fans and cheese lovers everywhere!”

“Mini Cheddars continues to be a firm family favourite, worth £54.1m in MAT sales (Nielsen w/e 25.02.17) and with an impressive 53.4% Repeat Rate (Kantar 52 w/e 29th Jan 2017), however we want to ensure we are always developing the range to keep it fresh and exciting for consumers and our customers.”