pladis unveils sweet and savoury brand extensions

Pladis is extending its Jacob’s Mini Cheddars range with three new flavours.

Red Leicester, Stilton and Smoked Applewood variants are launched this month with a £4 million media campaign incorporating advertising, PR and digital activity, in-store activity and sampling, and a TV advert airing in July.

The three new flavours are available in multipacks with an rsp of £1.88.

The supplier is also bringing out NPD in the biscuit category, with the launch of Banoffee Caramel and Coffee Caramel variants in the McVitie’s Digestives Caramel range. The packs have an rsp of £1.50 and target the evening treat category, which currently makes up 7% of snacking occasions.

The range has also undergone a packaging upgrade to give the products a more premium look and feel.

The new flavours are backed by a PR and social media campaign, and have a forecasted retail sales value of £7 million.