Pladis launches Jacob’s Mini Cheddars Crunchlets

FacebooktwitterredditpinterestlinkedinmailFacebooktwitterredditpinterestlinkedinmail

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, has reimagined the great taste of its £80M Jacob’s Mini Cheddars brand in a new lighter, crunchier format. Jacob’s Mini Cheddars Crunchlets will look to catapult the brand into new consumption moments.

Available in two traditionally-cheesy flavours – Rich & Tangy Cheddar and Cheddar and Caramelised Onion – Jacob’s Mini Cheddars Crunchlets have been golden-baked with real cheese. They will offer consumers a new light and satisfyingly-crunchy format for the brand, all while retaining the same distinctive, cheesy Jacob’s Mini Cheddars taste that the nation already knows and loves.

The light texture of Jacob’s Mini Cheddars Crunchlets – which come in at just 76kcals per serving – alongside their bold flavour profile will allow retailers to drive sales for the lunchtime and evening sharing occasions, in turn further bolstering Mini Cheddars’ impressive growth (+14.4% versus +3.7% for the overall category). 

“The iconic, real-cheese flavour of our Jacob’s Mini Cheddars has helped the brand to become a store-cupboard staple for over a third of UK households (36.5%), but we know that there’s even more room for growth,” says Christopher Owen, marketing controller at pladis UK&I. “That’s why, with our recent innovation, we’ve gone beyond the brand’s signature circular biscuit to experiment with new textures, formats and taste sensations. We’re confident that the new light, moreish texture of Jacob’s Mini Cheddars Crunchlets will help our retail customers unlock incremental sales in popular consumption occasions.

“While many Brits are actively seeking portion-sized snacking options for lunchtime and when they’re out and about, a number of shoppers are continuing to enjoy cosy evenings in. That’s why we’ve launched a variety of pack sizes and formats – from our perfectly-portioned multipacks for a light lunchtime snack, to our larger, sharing bags. This means whether consumers are back on-the-go or are settling down for a movie night, they can enjoy a moment of cheesy pleasure.”

The new Jacob’s Mini Cheddars Crunchlets isn’t the first time the brand has gone beyond its signature circular biscuit. It follows the successful launch of Jacob’s Mini Cheddars Sticks earlier this year.


“New formats have proven hugely popular for us, with Jacob’s Mini Cheddars Sticks having secured a place in the top 20% of sharing snacks just 8 weeks after launch.  We’re confident that Jacob’s Mini Cheddars Crunchlets will replicate this success – particularly given that, in consumer testing, they ranked in the top percentile for purchase intent.”

Earlier this year, Jacob’s Mini Cheddars also returned to TV for the first time in four years with its ‘Welcome to Cheddar Town’ campaign. pladis is looking to build momentum and drive further visibility for the brand with a robust media support plan – which will include TV, social, OOH and shopper marketing – to support the launch of Jacob’s Mini Cheddars Crunchlets.

New Jacob’s Mini Cheddars Crunchlets will be available in 6x17g multipacks and 115g sharing bags (RRP: £1.50), across multiple grocery, wholesale and convenience from the beginning of October. They will also be launching in a 65g Price-Marked Pack (RRP: £1), exclusive to the wholesale and convenience channels. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).