New PMP variants join Jacob’s Mini Cheddars range

Global snacking company pladis has expanded its Jacob’s Mini Cheddars brand with the launch of £1 price-marked packs (PMPs) for three of its most popular flavours.

Flavours Red Leicester, Nacho Cheese & Jalapeno and the newly-launched Ploughman’s Cheshire Cheese variant – which were all introduced as part of limited-edition flavour campaigns – will join the existing PMP line-up of Original and Smoky BBQ.

Already worth £3 million in the convenience channel, the five-strong PMP range will help retailers maintain momentum for larger pack formats, the company said.

“Over the past year, shoppers spent more time indoors and – whether it’s a games night or a movie marathon – sharing snacks continue to form an integral part of this, with volume growth up+11.7 per cent,” said Christopher Owen, marketing controller at pladis UK&I. “As Brits now begin to venture away from their homes and are reunited with friends and family, we expect sharing snacks to remain in high demand.

“We know how important PMPs are for the convenience channel, particularly when it comes to driving impulse sales. In fact, products in this format already represent three quarters of sales in convenience, despite accounting for only 12 per cent of SKUs.

“Couple this with the fact that 91 per cent of shoppers are actively looking to save on groceries – and PMPs are perceived to represent good value for money – and it’s clear that PMPs remain a crucial driver of growth in this channel. As such, we’re confident that these new SKUs will help to boost impulse sales, while supporting independent retailers in meeting the surge in demand for delicious sharing snacks which won’t break that bank.”

Ever since its original ‘Choose Your Cheese’ campaign in 2017, Jacob’s has selected at least one of the top-performing flavours from several of its campaigns to become a permanent addition to its core range.

“We’re commemorating the success of these now-permanent flavours by launching them in a format which gives independent retailers even more of an opportunity to benefit from their popularity,” Owen added. “In total retail, our limited-edition flavour campaigns have added £18m to the brand, and we look forward to seeing this sales success continue in the convenience channel.”

The new Jacob’s Mini Cheddars PMPs are now available to independent retailers and wholesalers in a 105g sharing pack format.