New taste for Crinklys

United Biscuits has announced changes to the recipe of baked snack Jacob’s Crinklys, supported by a £3m media and in-store campaign. Cheese & Onion and Salt & Vinegar flavours have been altered, and a new Bacon flavour created.

Multipacks of 7 x 25g (rrp at £2.30) are available in Variety, Cheese & Onion or Salt & Vinegar flavours. 50g Cheese & Onion or Salt & Vinegar grab bags rrp at 69p. A £1 price-marked 125g Cheese & Onion sharing bag is also available.

The new range is currently rolling out across grocery, convenience and impulse outlets, supported by in-store activations, online marketing, PR and social media. A TV advertising campaign commences in March.

Ted Linehan, Director of Savoury Brands at United Biscuits, is confident the changes will deliver a tastier product that will compete as an alternative to crisps. He said: “We are committed to offering a fresh and diverse range of products to our customers, many of whom are looking for a healthier alternative to fried snacks.”