pladis, the global snacking company, is extending its savoury portfolio and tapping into new evening consumption occasions with its biggest launch to date: Jacob’s Mini Cheddars Sticks.
The £71.2 million brand is going beyond its signature circular crackers for the first time with brand-new baton shapes in the form of Jacob’s Mini Cheddars Sticks.
Available in two bold flavours – Rich & Tangy Cheddar and Grilled Cheddar & Sizzling Steak – Jacob’s Mini Cheddars Sticks will be available in a 150g sharing pack format.
"We’re very excited to introduce shoppers to a fresh new format for our bestselling Jacob’s Mini Cheddars brand, taking it beyond its traditional round shape for the first time in its history and building beyond its multipack heartland with larger, sharing bags," explains Christopher Owen, Marketing Controller at pladis UK&I.
“We know that over a third of UK households (37.5 per cent) already buy Jacob’s Mini Cheddars, but we’ve spotted an opportunity to welcome even more people into the brand with a totally new and innovative concept,” continues Owen. “With our latest launch, we’re giving shoppers a bold, cheesy taste sensation which they can enjoy across even more eating occasions – particularly those increasingly popular evening sharing moments."
Jacob’s Mini Cheddars had launched a range of Mexican-inspired flavour variants earlier this year, already adding £3.5 million worth of incremental sales to the brand.
The launch of Jacob’s Mini Cheddars Sticks will be supported by a high-profile ATL campaign, featuring a brand-new TVC. It will go live across TV, digital and social from 8th March 2021.
The two Jacob’s Mini Cheddars Sticks variants will be available in Tesco from January (RRP: £1.99) and will roll out across multiple grocery and convenience in February. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).
