Pladis adds Italian flavour to cracker brand Carr's
Snack giant pladis is bringing Italian flavours to the cracker segment with the addition of a new Italian Herbs flavour to its Carr’s Melts brand.
Carr’s Melts are currently worth £7.7m and growing at +16% year-on-year, the company revealed. The new SKU aims to drive consumer appeal by 'tapping into the popularity of Italian flavours and cuisine', the company said. The launch brings the portfolio up to a four-strong proposition, joining Original, Cheese and Black Olive.
“The irresistible meltability, crisp cracker and deep flavour of our Carr’s Melts range has helped it to win over shoppers who are looking for quality snacks which deliver on taste,” said Leighton Wall, Marketing Director – Savoury, at pladis UK&I.
“We’re confident that the product will be a hit amongst existing Carr’s Melts fans, as well as new shoppers looking to shake up their savoury snacks – whether they’re nibbling on the crackers straight from the box or piling them high with their favourite toppings.”
The launch will be supported by a total Carr’s £2.5 million Crack On marketing campaign, which will comprise of activity across social, PR, sampling and summer experiential events including Pub in the Park.
Carr’s Italian Herbs Flavour Melts will be launching into Tesco stores nationwide in 150g boxes (RRP: £1.59) from the beginning of April, before rolling out further across multiple retail, convenience and wholesale.
Pic supplied by pladis
