pladis, the global snacking company behind some of the UK’s most loved and iconic brands, has launched a new, lighter format for its £93M[1] Jacob’s Mini Cheddars brand. Jacob’s Mini Cheddars Nibblies see the brand’s familiar, classic cracker reinvented – now with 30% less fat – whilst retaining Mini Cheddars’ iconic real cheese taste.

Tapping into the increased demand for healthier snacking options – and at 75kcals per individual portion, alongside reduced fat content – Jacob’s Mini Cheddars Nibblies will offer savoury snacking shoppers even more choice.

Baked with real cheese to deliver a golden moreish crunch, Jacob’s Mini Cheddars Nibblies replicate the brand’s signature circular cracker, now with a mouth-watering light and crispy texture. They will be available in two big, bold cheesy flavours: Cheddar & Smoked Paprika and Double Gloucester & Chive.

“Jacob’s Mini Cheddars is one of our greatest success stories. The brand has reached record heights and is one of the top 10 biggest brands in crisps and bagged snacks, with sales growing +27% (year-on-year)[2],” says Christopher Owen, Marketing Controller at pladis UK&I. “And this strong momentum is set to continue, as we’re bringing even more variety to the crisps and snacks aisle by launching a new product which will appeal to those looking for something lighter.

“Although shoppers are actively seeking healthier snacks, we know they aren’t willing to compromise on taste – and nor should they have to. The good news is, our Jacob’s Mini Cheddars Nibblies are generously seasoned and packed full of flavour to ensure that Mini Cheddars shoppers – both established and new – can enjoy a moment of cheesy pleasure, even if they’re opting for a lower-calorie, lower fat proposition.

“Plus, we’re taking the brand beyond its afternoon snacking heartland by offering Jacob’s Mini Cheddars Nibblies in both multipacks and sharing bags. This will encourage shoppers to enjoy this nibbly new treat during even more eating occasions – whether that’s adding some flavour to lunchtime, or embracing an evening in.”

Jacob’s is well versed in launching new variations of its popular Mini Cheddars brand to increase relevance for shoppers. In fact, this announcement comes hot off the heels of the introduction of its lightly puffed Jacob’s Mini Cheddars Crunchlets in autumn last year – and the brand is confident it will see similar success with this latest launch.

Owen continues: “Our research showed that our ‘30% less fat’ flash on-pack is a huge draw for shoppers – with Jacob’s Mini Cheddars Nibblies ranking in the top 25% of all savoury snacking concepts for trial and purchase intent[3]. “

Jacob’s Mini Cheddars Nibblies will sit outside of upcoming guidelines relating to HFSS products. This means their position in store will not be restricted and they can be used to signpost the crisps and snacks fixture at end-of-aisle. Additionally, the brand will spotlight Jacob’s Mini Cheddars Nibblies via its ‘Welcome To Cheddar Town’ campaign, which will be returning to screens from October.

Jacob’s Mini Cheddars Nibblies will be available in 6x17g multipacks and 115g sharing bags (RRP: £1.50), across multiple grocery, wholesale and convenience from early April. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).

[1] Nielsen w/e 26.02.22

[2] Nielsen w/e 26.02.22

[3] Brand team to provide reference

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