Jacob’s has announced that it will be extending its Jacob’s Mini Cheddars range with the addition of THREE NEW flavours – Red Leicester, Stilton and Smoked Applewood.

The new variants will be available in an eye-catching pack design, giving consumers the chance to choose from three exciting new flavours. The launch forms part of an overarching through the line campaign for Mini Cheddars in 2017. With flavour continuing to be a key growth driver for the category, the new delicious range will be offered in multipack format, at a RISP of £1.88.

Rolling out from May across grocery and convenience outlets, the range will be supported by a £4m media campaign including advertising, PR and digital activity. The campaign will include a brand new TV advert airing from July, featuring the fictional “Cheddar Appreciation Society” and their stance on the new cheese arrivals.

The range will also be supported by an exciting in-store shopper campaign, focused on driving awareness and trial of the new cheese flavours through in-store media, competitions and sampling activations.

Steve Monk, Marketing Lead – Savoury, commented: “We know that flavour remains a key driver for the Crisps and Snacks category, so we’re very excited to add these three new, tasty flavours to the Mini Cheddars range – designed to appeal to fans and cheese lovers everywhere!”

“Mini Cheddars continues to be a firm family favourite, worth £54.1m in MAT sales and with an impressive 53.4% Repeat Rate, however we want to ensure we are always developing the range to keep it fresh and exciting for consumers and our customers.”



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