In the UK, there is further headroom for growth in savoury biscuits: With consumption of bread-based sandwiches at lunchtime in long term decline – down six per cent year-on-year (Kantar World Panel Usage, 52 w/e 29 Mar 2016, Individual Meal Occasions) consumers are moving to alternative options such as crackers. This represents a massive growth opportunity since only 3% of lunch occasions feature a Cracker or Crispbread.
Following this trend, Pladis launched Jacob’s Ciabatta Crackers in June 2016. It’s a first innovation of its kind for the savoury category, combining the taste of a ciabatta bread with the lightness and crunch of a cracker. We believe this is a long awaited true innovation for the category and will help inspire customers with ways to use crackers, providing them with more exciting lighter options for this mealtime occasion.

We are extremely excited about our recent announcement on our partnership with musician and foodie Alex James, as its new Chief Taste Curator for the brand, as part of a new collaboration and campaign – #CRACKINdiscoveries. Alex will work with Jacob’s to come up with inspiration and delicious recipes, helping Britain to re-think their lunch and discover new ways they can enjoy crackers, a lighter alternative to bread.

A recent survey commissioned by Jacob’s revealed that the national average lunch break is 15 minutes or less, with 4 in 10 typically eating at their desk when it comes to lunch at work. The survey also showed that lack of time is the leading reason people often resort to the boring old sandwich for lunch, as the average Brit (71%) only manages 15 minutes or less on meal preparation per day. Results also revealed that 1 in 3 people surveyed are utterly bored by their everyday sandwich with more than half seeking new and tasty ideas (55%), having something quick and easy to prepare (61%) and wanting something budget-friendly (58%) as key considerations when it comes to choosing their lunch.

Meanwhile Jacob’s Cream Crackers, have been, and remain, the classic number one cracker brand using the same recipe and special baking techniques as when first made in 1885. Nine out of 10 British households purchased savoury biscuits in 2015, and seven out of 10 purchase a Jacob’s product.


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