Quaker is adding a Spudz range to its Snack-a-Jacks portfolio in a bid to expand the brand’s appeal to men and children.

The potato and rice-based products, which roll out from the beginning of next month, will be backed by a £5m marketing support campaign, the biggest spend yet for the PepsiCo-owned company which has also made significant capital investment in its Southall production plant.

The snacks retain Snack-a-Jacks’ better-for-you positioning, because they are baked rather than fried. Television advertising, which is scheduled for around three weeks after launch, is likely to highlight this.

It is also expected to promote the new savoury flavours’ wider appeal for the family as a whole. According to the company, 80% of current Snack-a-Jacks consumers are women. The main range has expanded to nine variants.

Available in 40g impulse sizes (rsp: 59p) and 120g sharing bags (£1.49), the Spudz range consists of Smoked Bacon and Cheese, Oriental Barbecue and Sour Cream and Sweet Chilli flavours, with others planned. It will be positioned in the cracker and crispbreads aisle.

Sales director Alex Dower said the aim was to double the company’s business by 2005. He estimated the Snack-a-Jacks brand, which it values at £42m, would be worth £100m by then.
Mary Carmichael