Mini Bakes will be available in two varieties - Sour Cream & Chive Mini Bagels and Cheese & Onion Poppy Seed Breadsticks - and will benefit from the rise in popularity of the healthy snacking category. According to PepsiCo, sales of crackers have grown by £7m year-on-year within grocery and £6m year-on-year in impulse [IRI multiple grocers June 11, 2005].
The company predicted the new entrant would become a £9m brand within its first year, aided by a £3.5m media spend which kicks off early in 2006, including television, radio and press advertising.
Packed in 35g impulse bags (rsp: 49p), the products follow the same ‘less than 10% fat’ formula as the existing Snack-a-Jack lines and will particularly target young women who are most likely to be light snackers and who are looking to follow a healthier diet, according to PepsiCo trade marketing manager Cara Beeby.
“Consumers of Snack-a-Jacks are continually looking for new flavours and products to satisfy their desire for great tasting, healthier snacks,” she said. “By ensuring there are a variety of Snack-a-Jacks products available, we hope to attract new snackers into the healthier crackers category.”
Mini Bakes continue the extension of Snack-a-Jacks into the impulse category and follow on from the relaunch of Mini Bites in July 2004.