pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is spicing up the bagged snacks fixture with the launch of Jacob’s Mini Cheddars Mexican flavours.

Building on the success of its fast-growing (+7.6%)[1] £68.4 million[2] Jacob’s Mini Cheddars brand, three brand-new Mexican-inspired variants will be available from late April. Scaling up in heat, Lime & Chilli, Nacho Cheese & Jalapeno and Chipotle Chicken Wings will help retailers unlock an incremental sales opportunity amongst younger shoppers.

“Our core range of Jacob’s Mini Cheddars includes Original, Red Leicester, and BBQ flavours, which remain incredibly popular with shoppers and have helped the brand reinforce its position as a store-cupboard staple for 35% of UK households[3],” says Christopher Owen, Marketing Controller at pladis UK&I. “And to help us to broaden the appeal of the brand even further – especially among younger consumers – we’ve taken it on a trip around the world, with the first stop being the USA with our American Cheese range.”

“Fast forward to 2020 and we’re seeing a whole host of global cuisines making their way into British snacks and – with 41% of consumers between 16-44 actively seeking spicy foods[4]  –  it felt only right for Mexico to be the next stop on Mini Cheddar’s world trip.”

“We know that chilli is an important flavour within the Crisps and Snacks category, so with this new, spicy take on Jacob’s Mini Cheddars, retailers have the opportunity to drive incremental sales by introducing the brand to new shoppers and re-engaging shoppers who may not have bought into the brand for quite some time. We’re confident that the launch of Jacob’s Mini Cheddars Mexican flavours will help the brand appeal to both a new generation of consumers, as well as existing Mini Cheddars fans seeking something a little bit different.”

Expanding the brand by launching new flavour variants has a track record of success for Jacob’s Mini Cheddars. The brand’s ‘Choose Your Cheese’ campaign generated over £5 million[5] worth of incremental sales in 2017, and contributed to its position as the UK’s second-fastest growing major crisps and snacks brand[6].

Jacob’s Mini Cheddars Mexican flavours will be sold in brightly coloured packs, to help retailers drive sales by maximising on-shelf impact.

The new range will be available in multipacks – containing 6 individual 25g packs – at an RRP of £1.89 across major grocery retailers – including Tesco, Sainsbury’s, Asda and Morrisons – as well as Co-op, from late April. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).

[1] Kantar 20 w/e 23.02.20

[2] Nielsen w/e 22.02.20

[3] Kantar 20 w/e 23.02.20

[4] Mintel Meat Flavour Trends

[5] Nielsen Scantrack 10.08.19

[6] Nielsen w/e 22.02.20

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