Jacob’s Mini Cheddar brings bag of flavour with limited edition range

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is infusing extra flavour into retailers’ savoury snacking sales with the launch of a new limited-edition range for its £82M Jacob’s Mini Cheddars brand: Jacob’s ‘Cheesy Specials’.

Dialling up the brand’s ‘baked with real cheese’ USP, the two new ultra-cheesy variants – Jacob’s Mini Cheddars Smoked Cheddar and Jacob’s Mini Cheddars Cheddar & Roasted Tomato – will be hitting supermarket shelves from the end of the month.

The new duo is set to welcome a cohort of younger shoppers seeking bold, trending flavours, in turn driving incremental sales. It follows a strong track record of successful flavour additions to the Jacob’s Mini Cheddars line-up, with the brand’s limited-edition launches having brought in an additional £13.1M in sales over the past three years alone2. In fact, the brand’s popular Red Leicester variant became not just a permanent addition to the Jacob’s Mini Cheddars core portfolio, but the brand’s second biggest flavour after an overwhelmingly successful initially limited-edition launch.

“We know from both our own research and the impressive, continued growth for Jacob’s Mini Cheddars, that cheddar-based flavours are some of the most popular among savoury snacking shoppers,” says Asli Akman – Marketing Director, at pladis UK&I.

“The good news is, cheese is kind of our thing. And when you couple this with the fact Jacob’s Mini Cheddars is a top 10 bagged snacks brand3, it’s safe to say we’re confident that we’ve hit the mark with our new extra cheesy range.

“To top this off, we’ve also made these latest launches available in two distinct formats to drive penetration within a whole host of occasions. With a classic multipack of six and a single-serve convenience channel-exclusive PMP to help independent retailers boost volumes, shoppers can enjoy a moment of cheeky, cheesy pleasure whether they’re opting for a new full-on flavour lunchtime snack, or grabbing an individual pack to munch on the move.”

Both flavours will be available in Tesco from today in multipacks of 6 x 23g bags (RRP: £1.75), while Smoked Cheddar will also be launching in a 90g £1.25 PMP for independent retailers. The range will be rolling out more widely nationwide across multiple grocery, convenience, and wholesale from April.