Jacob’s is introducing a new £7m ‘healthier and tastier’ brand to its cracker portfolio.
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.
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.
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