pladis unveils two new Jacob’s cracker variants aimed at younger shoppers

Global snacking company pladis has expanded its Jacob’s portfolio with the launch of two new crackers, in a bid to recruit shoppers aged 35+ into the category.

Aimed at injecting even more growth into the Jacob’s Cheddars range – which is already posting a year-to-date sales rise of 43.1% (Nielsen) – is a new Jacob’s Cheddars Cheese & Pickle variant (rsp £1.25).

The innovation combines the creaminess of cheddar cheese with the sweet tang of pickle in a ‘tasty, melt-in-the-mouth cracker’.

The second new product is Jacob’s Rosemary Mediterranean crackers, which are baked with the aromatic taste of rosemary and join the existing Pinch of Salt variant.

The new HFSS compliant product comes in five packs of four individually-wrapped crackers (rsp £1.99). Ideal to grab and go, the launch is aimed at driving sales amongst younger shoppers seeking on-trend flavours.

“Jacob’s has been enjoyed in millions of households nationwide for decades, thanks to our portfolio of full-on flavour crackers and savoury biscuits,” says Asli Akman, marketing director – pladis UK&I. “But with 28% of sales coming from new savoury biscuit shoppers (Retailer Insight Platform), there is a clear opportunity to recruit new fans and we are confident that these two new additions to our range – one offering a tasty new take on a classic combination and another that taps into a popular flavour trend – are a great way to appeal to a new generation of shoppers.”