All three new flavours are NHFSS
Snack a Jacks, the nation’s favourite rice cake brand[1] which is known for delivering full flavoured snacks, is adding three bold new line extensions. Launching this summer, Snack a Jacks Jumbo Punchy Black Pepper and Sea Salt; Snack a Jacks Jumbo Cool Sour Cream and Chive and Snack a Jacks Multipack Sizzlin’ Barbeque, tap into current flavour trends within the Rice Cake segment and will add great excitement amongst its loyal customer base, as well as wider Rice Cake fans.
The Rice Cake segment of the savoury snacks category is growing +3.9%[2] and with a 32% market share[3], Snack a Jacks is well placed to innovate within the segment. All three flavours are not only under 100kcals per serving but are also NHFSS, meeting consumer demand for exciting, smarter snacking options. The new Snack a Jacks line extensions are the latest in PepsiCo’s efforts to transform it’s snacks portfolio to offer NHFSS alternatives, and form part of the business’s ambitions for half of Walkers’ snacks sales by 2025 to come from products that do not classify as HFSS or from products sold in portions of 100 calories or less .
With the BBQ flavoured Savoury Snacks segment being the fastest growing segment (+17.6% vs YA[4]) and Sour Cream and Chive not only performing strongly in Snack a Jacks multipack format but also growing ahead of the market (+22% vs Total BFY at 6%[5]), these two flavours are set to energise the segment. As consumers look to personalise their snacks with toppings such as cream cheese, salmon, and avocado, Snack a Jacks Jumbo Punchy Black Pepper and Sea Salt is well placed to meet the demand of this trend[6] too.
The launch will be supported by an impactful multichannel campaign with a focus on digital and radio. The creative will centre around celebrating busy family lives, focussing particularly on the ‘back to school’ calendar moment, and how Snack a Jacks are ideal in this situation as they can be eaten straight out of the bag as one of a child’s two recommended snacks a day, or as part of a bigger meal.
Lizzie O’Connell, Senior Brand Manager for Snack a Jacks said: “As the UK’s favourite rice cake brand[7], we’re proud to be driving flavour innovation within the Rice Cake segment and giving our consumers more of what they want. It’s vital to us that our snacks are full of flavour and allow consumers to feel good about what they are eating. We are proud that our new products do exactly that. With HFSS regulations on the horizon, they are a must stock for retailers looking to meet consumer demand for smarter snacking options that don’t compromise on taste. This is another step forward in our ambition to transform our portfolio and offer more NHFSS snacking options.”
The new Snack a Jacks lines are the latest in PepsiCo’s efforts to transform its snacks portfolio to offer NHFSS alternatives. PepsiCo has set an ambition for half of its snacks sales to come from products that do not classify as HFSS or from products sold in portions of 100 calories or less, by 2025.
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[1] 2021 NielsenIQ data, Value, Volume, Rice Cakes Sub Segment within ‘Savoury Snacks’ (client defined’ 52 w/e 26.03.22 (GB Total Coverage)
[2] Based on NielsenIQ RMS data for the Rice Cakes Sub Segment (client-defined) for the 52 w/e 26.03.22 compared to 52 w/e 28.03.22 for Great Britain total retail market (Copyright © 2022, NielsenIQ
[3] Based on NielsenIQ RMS data for the Rice Cakes Sub Segment (client-defined) for the 52 w/e 26.03.22 compared to 52 w/e 28.03.22 for Great Britain total retail market (Copyright © 2022, NielsenIQ
[4] Kantar Worldpanel Usage Data l 12 w/e 20 March 2022 l Total Savoury (Crisps, Salty Snacks, Popcorn, Nuts & Seeds, Crackers and Grains, Meat Snacks) l Total Flavour Groups]
[5] Kantar Worldpanel Purchase Data l 52 w/e 20 March 2022 vs YA l Total Core BFY (Popped Chips, Rice Cakes, Popcorn, Veg Snacks, Fruit and Veggie Chips) l Total Flavour Groups
[6] Toppings are becoming a social media trend with 588k public #toppings posts on Instagram – 23/05/2022
[7] 2021 NielsenIQ data, Value, Volume, Rice Cakes Sub Segment within ‘Savoury Snacks’ (client defined’ 52 w/e 26.03.22 (GB Total Coverage)
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