New look and listings for Community Foods’ Crazy Jack Organic snack packs


Community Foods, the home of organic dried fruit, nuts and seeds, has secured new listings for its Crazy Jack Organic brand in Sainsbury’s. The new listing will see it launch a multipack version of their ready to eat soft apricots in the fruit snacking aisle. As well as being the first time that Crazy Jack’s products have been sold in multipacks (5 x40g RRP £2.50), the snacking range has been given a new look and feel – including introducing a pair of Doc Martens to replace their trademark wellington boots in the Crazy Jack logo.

Tracy Kane, brand director at Community Foods, said: “With six apricots per pack, the 40g bag of Crazy Jack Apricots contains two of your five a day and, at just 70kcal, fits well within Government guidelines to eat low calorie snacks, making it desirable to parents and non-parents looking for healthier snack options. The new vibrant look and feel will help the brand stand out on shelf, and the multipack format makes it convenient too. Snacking is a major growth area for the Crazy Jack brand and we have further NPD and listings planned for Q4 in 2019.”

This comes after Community Foods recently secured a new listing for the Crazy Jack organic backing range in ASDA. Six new products including Mixed Fruit (250g), Pumpkin Seeds (100g), Ground Almonds (100g), Desiccated Coconut (200g), Sultanas (375g) and Traditional Dried Apricots (250g). To support the listing Community Foods are investing in a multi-channel PR and marketing campaign, including social media advertising, influencer outreach and media partnerships with delicious and Baking Heaven magazine, as well as relaunching the Crazy Jack website.