Jacob’s tweaks Twiglets

Jacob's Twiglets

Pladis has updated the recipe for Jacob’s Twiglets.

As well as showcasing a high in fibre claim, the new recipe contains 60% less salt, meaning it sits outside English restrictions on HFSS products.

The reformulation comes alongside a fresh new look across the entire Jacob’s Twiglets portfolio. The redesign puts greater emphasis on the benefits the snack can offer shoppers – such as its fibre content and high levels of wholegrain, plus communicate that the product is oven baked, not fried.

Leighton Wall, Marketing Director – Savoury at pladis UK&I, said updating the recipe was not something the snacking giant took lightly.

He added: “However, after comprehensive consumer testing, we’re confident that we’ve hit the mark. The new Jacob’s Twiglets recipe doesn’t just retain the brand’s familiar taste – it enhances it – and our improved recipe will help us offer even more non-HFSS choice to shoppers. What’s more, die-hard Jacob’s Twiglets fans have told us they actually prefer the new taste to the original.”

Available now, the revised recipe and updated packs replace the entire existing Jacob’s Twiglets range – including multipacks, sharing bags and caddies.