United Biscuits goes large with Jacob’s Cracker Crisps

Jacob's Cracker Crisps

United Biscuits has announced the biggest NPD for the business this year with the launch of its new Jacob’s Cracker Crisps. Rolling out in-store across grocery as well as convenience and impulse outlets from today (18th May), the new range will be supported by more than £6m in investment across advertising, in-store activity and improved production line capabilities.

Available in three variants – Sea Salt and Balsamic Vinegar, Thai Sweet Chilli and Sour Cream and Chive – the new range will launch initially in a 150g sharing bag, with a 40g handy-pack variety due for launch later in the year.

As the flagship NPD for UB in 2015, Jacob’s Cracker Crisps will be supported by a £4.5m media spend including a television advertising campaign from July, featuring the ‘Jacob the Baker’ character first seen in 2014. Significant investment has also been made across shopper channels, through an in-store activation programme and mass sampling campaign to drive awareness and trial of the new range from launch.

Forming part of the Jacob’s masterbrand, which will receive an overall investment of £14m in 2015, Jacob’s Cracker Crisps is a further move by UB to unlock the growth potential within the category. In the UK, savoury biscuits currently make up just 17% of total biscuit spend compared to other international markets such as the US and Australia, where savoury biscuits represent around 40%.

Ted Linehan, Director of Savoury Brands at United Biscuits commented: “We have over a century of baking expertise and our products are loved by consumers around the world. Our portfolio is 100% baked, and with an ever-increasing emphasis from consumers on healthier eating, ‘snackable crackers’ are poised to boost further growth in the category at large.

“Through Jacob’s Cracker Crisps we have used our experience, alongside targeted consumer insights, to develop a new product that delivers exceptional taste and texture, meeting evolving consumer needs in this space. This is a major launch for UB following our recent moves in this space, cementing our position as the consumer go-to in sharable baked snacks.”