pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is taking the savoury biscuits fixture overseas with the addition of a new Italian Herbs flavour to its growing Carr’s Melts range.
The new Italian Herbs flavour will offer shoppers more choice within the Carr’s Melts range
of deliciously-crisp wheaten biscuits – which have a light and mouth-watering melting texture. Perfect on their own or topped, the flavoursome addition to the £7.7M 1 Carr’s Melts range will appeal to shoppers who are looking to add some pizzazz to their savoury snacking choices.
Carr’s Melts are currently growing at +16 percent 2 YOY. The addition of an Italian Herbs variant to the range will drive consumer appeal by tapping into the popularity of Italian flavours and cuisine. The launch brings the portfolio up to a four-strong proposition, joining Original, Cheese and Black Olive.
The latest Carr’s Melts innovation will enable retailers to drive incremental growth from
shoppers looking for snacks to enjoy during social occasions. This is because 76 percent of
consumers typically eat savoury biscuits at parties and social gatherings 4 – likely to become even more prominent in a post-COVID world.
“The irresistible meltability, crisp cracker and deep flavour of our Carr’s Melts range has
helped it to win over shoppers who are looking for quality snacks which deliver on taste,”
says Leighton Wall, Marketing Director – Savoury, at pladis UK & I.
“We’re confident that the product will be a hit amongst existing Carr’s Melts fans, as well as
new shoppers looking to shake up their savoury snacks – whether they’re nibbling on the
crackers straight from the box or piling them high with their favourite toppings.”
The launch will be supported by a total Carr’s £2.5 million Crack On marketing campaign,
which will comprise of activity across social, PR, sampling and summer experiential events
including Pub in the Park. Crack On will demonstrate the endless possibilities there are
when it comes to enjoying Carr’s products, by encouraging shoppers to mix things up and
have fun with their savoury snacks.
Carr’s Italian Herbs Flavour Melts will be launching into Tesco stores nationwide in 150g
boxes (RRP: £1.69) from the beginning of April, before rolling out further across multiple
retail, convenience and wholesale. Packaging will be recyclable through pladis’ partnership
with Terracycle (www.terracycle.co.uk).