pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is extending its savoury portfolio and tapping into new evening consumption occasions with its biggest launch to date: Jacob’s Mini Cheddars Sticks.

For the first time ever, the £71.2 million Jacob’s Mini Cheddars brand[1] is going beyond its signature circular crackers with brand-new nibbly, baton shapes in the form of Jacob’s Mini Cheddars Sticks.

Golden-baked with real cheese and available in two bold flavours for a real flavour punch – Rich & Tangy Cheddar and Grilled Cheddar & Sizzling Steak – Jacob’s Mini Cheddars Sticks will be available in a 150g sharing pack format.

“We’re very excited to introduce shoppers to a fresh new format for our bestselling Jacob’s Mini Cheddars brand, taking it beyond its traditional round shape for the first time in its history and building beyond its multipack heartland with larger, sharing bags,” explains Christopher Owen, Marketing Controller at pladis UK&I.

“We know that over a third of UK households (37.5%) already buy Jacob’s Mini Cheddars[2], but we’ve spotted an opportunity to welcome even more people into the brand with a totally new and innovative concept,” continues Owen. “With our latest launch, we’re giving shoppers a bold, cheesy taste sensation which they can enjoy across even more eating occasions – particularly those increasingly popular evening sharing moments.

“With big tangy cheese flavours and a light, nibble-friendly, new texture, we’re turning our classic snack on its head. With this new iteration we’ll be putting a big twist on our best-loved format to target even more consumption occasions and unlock sales amongst younger adults in the process.”

Earlier this year Jacob’s Mini Cheddars launched a range of Mexican-inspired flavour variants, adding £3.5 million[3] worth of incremental sales to the brand since launch.

Driving further visibility of the brand, the launch of Jacob’s Mini Cheddars Sticks will be supported by a high-profile ATL campaign, featuring a brand-new TVC. It will go live across TV, digital and social from 8th March 2021.

The two Jacob’s Mini Cheddars Sticks variants will be available exclusively in Tesco from January (RRP: £1.99). The new variants will then roll out across multiple grocery and convenience in February. Packaging will be recyclable through pladis’ partnership with Terracycle (

[1] Nielsen MAT October 2020

[2] Nielsen MAT TY October 2020

[3] Nielsen YTD to 24th October 2020

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