Premier Foods is launching a shopper marketing push to promote the UK rollout of Australian rice cracker brand Peckish.

The push, which kicks off this week, follows the UK debut of the brand in Asda stores last month. It was revealed in the summer that Premier had secured a marketing and distribution agreement with Peckish owner Menora Foods to bring Australia and New Zealand’s top-selling rice crackers to the UK.

Combined Australian and New Zealand sales of the brand, which is ­manufactured in Thailand, have hit £30m in the past 12 months [Aztec Scan Data 52 w/e 12 October 2014, converted to sterling].

Peckish is available in multipacks of five 20g bags (rsp: £1.79) in four flavours - Cheddar cheese, Sea Salt & Vinegar, Sour Cream & Chive and Tangy BBQ. Each 20g bag of the baked crackers, which are gluten free, contains less than 90 calories.

Shopper marketing activity will include in-store sampling across 100 Asda stores, online sampling and banner advertising on the retailer’s website and on-shelf PoS material.

“The timing of this launch in the UK perfectly fits with the growing consumer appetite for snacking products,” said Premier Foods marketing controller Andy Smith. Premier is currently ­discussing wider rollout of the brand with other retailers.

Menora Foods MD Sam Schachna added: “We are delighted with our distribution agreement with Premier Foods after Peckish has made its mark in Australia and New Zealand.”