Global snacking company pladis is celebrating flavours from across Great Britain with a new trio of limited-edition variants from its Jacob’s Mini Cheddars brand.
The cheesy British flavours – Ploughman’s Cheshire Cheese, Strathdon Blue Cheese and Dragon’s Breath Chilli Cheddar – spotlight different regional cheeses from England, Scotland and Wales.
Each unique flavour has been carefully baked to take inspiration from best-loved regional cheeses, and varies in strength, from the pickly taste of ploughman’s and the sharp twang of blue cheese, all the way up to the heat of chilli cheddar.
The launch comes hot on the heels of a £4.5 million marketing investment – which includes the brand’s first stint on TV in four years with its new ‘Welcome to Cheddar Town’ creative.
Both the cheesy British NPD and this targeted marketing investment will aim to increase penetration amongst younger shoppers, aged 25-45, to support incremental sales, on top of unlocking the potential to target alternative consumption occasions – such as lunchtime treat.
“We’re putting a lot of investment into Jacob’s Mini Cheddars this year to continue to grow the brand, enabling retailers to benefit from new sales opportunities – and we’re really excited to see our latest cheese flavour variants hit shelves,” said Christopher Owen, Marketing Controller at pladis UK&I.
“Jacob’s Mini Cheddars is already the second most popular brand in the crisps aisle and the second-fastest growing in terms of household penetration. We believe our continued focus on innovation will help accelerate further growth.
“By drawing inspiration from some of the most delicious cheeses from across Great Britain, we’re bringing our ‘Baked with Real Cheese’ message to life, while celebrating some of the best cheese flavours on offer. The result is a trio of snacks which really hit the spot when it comes to taste.
“The findings of strong consumer testing make us feel confident that the range will be well-received by shoppers and these new additions will give consumers, including our target younger audience, a moment of cheeky cheesy pleasure with every bite.”