Pladis is expanding its Jacob’s savoury biscuit brand with the launch of two new cracker varieties aimed at attracting more shoppers aged 35+.

The supplier has added a Cheese & Pickle variety to its Cheddars range, which has seen a year-to-date sales increase of 43.1%.

It has also unveiled Rosemary Mediterranean crackers, which contain five packs of four individually wrapped crackers.

Both varieties will be available to convenience and wholesale from October. Jacob’s Cheddars Cheese & Pickle will carry a £1.25 RRP, while Mediterranean Rosemary will have an RRP of £1.99.

“Jacob’s has been enjoyed in millions of households nationwide for decades, thanks to our portfolio of full-on flavour crackers and savoury biscuits,” said Asli Akman, marketing director at Pladis UK&I. “But with 28% of sales coming from new savoury biscuit shoppers, there is a clear opportunity to recruit new fans and we are confident these two new additions to our range – one offering a tasty new take on a classic combination and another that taps into a popular flavour trend – are a great way to appeal to a new generation of shoppers.”

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Akman cited previous success in the Jacob’s Cheddars brand, with last year’s Red Leicester variety now a top-eight branded seller within the flavoured crackers segment.

“Our experience is that Jacob’s Cheddars’ innovation brings new shoppers to an already growing category subsegment, so we are really excited by this new addition to our range,” she said.

“Plus, we know that a significant number of Cheddars Red Leicester shoppers (62%) have only bought this flavour since its launch, which suggests that flavour extensions are crucial to bringing in incremental opportunities for the category.

“Meanwhile, our goal with Jacob’s Mediterranean Rosemary is to reinvigorate the current Mediterranean portfolio to bring in the most popular flavour combinations, to maximise shopper appeal. With rosemary being one of the fastest-growing flavours in savoury biscuits, making this addition to our range is a clear opportunity to do just that,” she added.

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