United Biscuits has announced its biggest NPD for this year with the launch of its new Jacob’s Cracker Crisps.
Rolling out now, the new range is available in three different 150g sharing bag variants, Sea Salt and Balsamic Vinegar, Thai Sweet Chilli and Sour Cream and Chive, with an rrp of £2.09. Later this year the brand will follow on with the launch of a 40g handy-pack variety.
The launch is supported by a £4.5m media spend including a television advertising campaign from July featuring ‘Jacob the Baker,’ a character first seen in 2014. Investment has also been made across shopper channels, through a best in class in-store activation programme and mass sampling campaign to drive awareness and trial of the new range.
Ted Linehan, director of Savoury Brands at United Biscuits, said: “We have over a century of baking expertise and we have used our experience, alongside targeted consumer insights, to develop a new product that delivers exceptional taste and texture, meeting evolving consumer needs in this space.”