United Biscuits is the latest manufacturer attempting to inject energy into the savoury snacks market.
The company is introducing a new range of crackers under its Jacob's brand called Jacob's Savours, which will be positioned as an everyday snack with natural ingredients.
The range offers two types of seasoned cracker: Jacob's Thins, which are light crackers in rosemary & seasalt and sesame & roasted onion flavours; and Jacob's Bakes, which are crisp wheat crackers in flavours of salt & cracked black pepper and garlic & herb.
"We are confident the introduction of Jacob's Savours into the everyday cracker segment will provoke renewed interest in the sector," said customer marketing director Mark Sugden. "We anticipate they will be popular with women aged over 30, and retailers should make sure they are well merchandised."
The crackers will be priced at 89p, and are designed to be eaten with a variety of dips or on their own.