Jacob’s Crackers Essentials are oven-baked crackers, which have a higher content of vitamins, minerals and fibre, and are lower in salt and fat than conventional crackers.
Vanessa Andrews, marketing manager for sweet and savoury biscuits, described them as a bridge between crackers and crispbread. But she said Essentials was more of a bread substitute to be used for a rushed lunch, and was, therefore, unlikely to steal share away from the crackers and crispbread markets.
Essentials will come in four cracker varieties: Wholewheat with Sesame Seeds & Rosemary, Wholewheat with Pumpkin Seeds & Thyme, Rye with Seeds, and Rye with Oats (rsp: £1.09 for a 150g box).
On-shelf from January, the launch will be supported by a £3m marketing package, including press ads, in-store sampling and a TV commercial, which breaks on February 14.
Andrews predicted Essentials would rack up sales of £7m in its first year and with further additions to the range could be as big as Jacob’s £33m Crackers brand.
“It’s the most exciting thing in crackers for 20 years,” she claimed.
She added that Essentials should help 30-somethings to find a regular use for crackers as they were more robust than normal offerings and could be used on more occasions.
Each box also has recipe ideas on the back.