Jacob’s has announced its biggest NPD for 2016 with the launch of new Jacob’s Ciabatta Crackers. The first innovation of its kind for the savoury category, this unique new product combines all the taste of a ciabatta bread with the lightness and crunch of a cracker.
Available in three variants – Original, Sundried Tomato & Basil and Caramelised Onion – Jacob’s Ciabatta Crackers are a modern, versatile and tasty alternative to bread giving consumers the chance to opt for a lighter option at lunch with a delicious crunch. Perfect for those looking for bread alternatives, Jacob’s Ciabatta Crackers follow the successful launch of Jacob’s Crispbreads in 2014 and tap into the growing trend of lighter offerings for lunch. With consumption of bread-based sandwiches at lunchtime in long term decline – down six per cent year-on-year1 – consumers are moving to alternative options such as crackers, which represent a strong growth opportunity for this mealtime occasion.
Launching in grocery now, Jacob’s new range are available in boxes of five packs, which each contain three crackers at a RISP price of £1.39.
Rolling out across grocery, the new range will be supported by more than £2m in media investment, including TV, digital and social media advertising with a significant investment being made into a targeted shopper and Out of Home campaign.
Ted Linehan, Director of Savoury, commented: “We’re extremely excited about the launch of Jacob’s Ciabatta Crackers – it’s a significant moment for Jacob’s introducing such a truly innovative product.
It’s a first for the category in terms of taking the taste attributes of bread and putting it into a cracker format to give consumers that extra crunch they love so much. We believe this fresh proposition for the market will be a huge success with consumers who are looking for a tasty alternative to a sandwich at lunch.
“We are confident that this is a long awaited true innovation for the category and will help inspire customers with ways to use crackers, providing them with a more exciting lighter option.” 1 KWP Usage | 52 w/e 29 Mar 2016 | Individual Meal Occasions