Food and Beverage Business

Pladis introduces a new, tantalizing flavor to expand the appeal of Jacob’s Crinklys brand.

pladis expands appeal of Jacob’s Crinklys brand with a new tongue-tingling flavour

pladis is aiming to boost retailers’ Crisps & Snacks sales with an exciting new flavor set to broaden the appeal of its £12.9m Jacob’s Crinklys brand. The latest addition to the range, Jacob’s Crinklys Chilli Beef, featuring flavor-packed ridges coated in a chilli beef seasoning, will be hitting supermarket shelves from mid-May. This move taps into the growing demand for ‘Spicy’ and ‘Meaty’ flavors, which have outpaced the overall category growth by +26.8%.

Following the successful non-HFSS recipe revision for Jacob’s Crinklys last summer, the brand saw a 30% reduction in fat content for its classic Cheese & Onion and Salt & Vinegar flavors. Both variants proved to be popular, ranking in the top five non-HFSS launches of 20234 and generating an additional +£3.7m in sales (+43.3%).

In line with this success, Jacob’s Crinklys Cheese & Onion will also be featured in pladis’ limited-edition summer caddies. These caddies, including the brand’s signature Twiglets, Cheeselets, and Mini Cheddars, will be available at major retailers from the end of May (RRP: £2.50), aiming to capitalize on the rise in sharing and snacking occasions during summer sporting events.

“Asli Akman, marketing director at pladis UK&I, expresses enthusiasm for the brand’s innovative approach, saying, “Jacob’s has a rich history of baking beloved savory snacks for over 170 years, but we are committed to experimenting with trend-led innovation to engage younger snackers. With Jacob’s Crinklys Chilli Beef, we are encouraging consumers to explore a tasty twist on our popular savoury ridges.”

Jacob’s Crinklys Chilli Beef will be available in multipacks of 6x23g bags starting from today (13th May) at Asda (RRP: £1.75), with wider availability in grocery and discounters from 17th June. Additionally, a channel-exclusive 90g PMP format (£1.25) will be launched for wholesalers and independent retailers from 20th May to ensure broader access to the new flavor variant.

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