Pladis has extended its Jacob’s Mini Cheddars range with the addition of three variants.
Rolling out this month, the three-strong NPD comprises Red Leicester, Stilton and Smoked Applewood in a multipack format (rsp: £1.88/7x25g). It will be backed by a £4m investment as part of an overarching through-the-line push for Mini Cheddars in 2017.
Airing from July, a new TV advert will feature the fictional Cheddar Appreciation Society and its stance on the latest Jacob’s products. The trio will also be supported across PR, digital and an in-store shopper activity including competitions and sampling.
Flavour was a key driver for the crisps & snacks category, said Steve Monk, marketing lead for savoury at Jacobs. “So we’re very excited to add these three new, tasty flavours to the Mini Cheddars range, designed to appeal to fans and cheese lovers everywhere.”
The launch comes as Mini Cheddars value sales have fallen 3.8% to £66.3m with volumes down 4.3% [IRI 52 w/e 25 February 2017].
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