Brand owner UBUK is bringing out a Digestives for Cheese line this month, along with three newcomers to its Cream Crackers collection, as well as revamping packaging across the brand’s portfolio.
The moves will be backed by a £2m marketing support campaign, including advertising in consumer titles, which is set to kick off later in the spring.
The packaging update is the brand’s first since it was integrated into UBUK’s snack portfolio in September 2004. The familiar black diamond logo has been updated to give greater prominence to the ingredients.
James Mayer, grocery trading director, said the company wanted to “really lead” the crackers category.
He said the new products had been developed in line with the snacking arena’s macro trends towards healthier, pleasure and making life easier.
“The new pack allows consumers to clearly see the functional benefits at point of purchase,” he added.
Besides the Digestives, which feature a ‘with added wheatgerm’ on-pack claim, the Cream Crackers newcomers are Light, which has 50% less fat than the standard line, a Roasted Garlic flavour and a High Fibre version with added wheat bran.
All come in 200g packs. The Digestives for Cheese have an rsp of 69p, while the other three sell for 55p each.