Limited-edition snacks, functional crackers, and handmade breadsticks are among the latest savoury launches to hit the shelves proving it’s not just Wallace & Gromit that are absolutely crackers about crackers.
The launches come from one of the nation’s largest bakery brands, Pladis, as well as artisanal suppliers looking to shake up the cracker category.
Take a closer look at the latest savoury biscuits and crackers to be rolled out to the UK market:
Functional crackers, Pep & Lekker
Plant-based brand Pep & Lekker has reemerged with a duo of functional crackers (pictured above) designed to support gut health and entice consumers looking to avoid certain allergens.
The gluten-free crackers, available in Original Mixed Seed and Rosemary variants, are made with a variety of seeds including brown linseeds, sunflower seeds, and chia seeds, as well as chickpea flour, and oat flakes. They’re bound with olive oil and described as ‘menopause-friendly’ with no added sugar, instead being sweetened by apple puree and chicory inulin. The boxes boast health claims including ‘source of protein’ and ‘plant-friendly’, with each 110g box containing approximately nine crackers and with an rsp of £2.75.
The business first hit the scene in 2018 with a range of baked crispbreads designed for snacking. The latest iteration of its range is designed to tap into demand for functional food.
Limited-edition Mini Cheddars, Pladis
Pladis is looking to dial up the excitement for Jacob’s Mini Cheddars with a couple of limited editions – Cheese & Red Onion and Cream Cheese, Garlic & Herb flavours.
“These new additions are designed for younger shoppers seeking bold, trending flavours, which in turn drive incremental sales,” says Kate Stokes, marketing manager for Mini Cheddars.
They join the core line-up of Original, Red Leicester, and Smoky BBQ flavours and follow a “strong track record of successful flavour additions” to the Jacob’s Mini Cheddars line-up including extra cheesy Smoked Cheddar and Cheddar & Roasted Tomato flavours.
“These latest launches are available in two distinct formats to drive penetration within a whole host of occasions. The classic multipack of six, as well as a single-serve convenience channel PMP to help independent retailers boost volumes, mean shoppers can enjoy exciting new cheesy varieties on-the-go, in their lunchbox, or while snacking at home,” Stokes added.
Both flavours are available in Sainsbury’s now in multipacks of 6 x 23g bags (rsp £1.89) before launching in a 90g PMP (£1.25) for independent retailers. The range will be rolling out more widely nationwide across multiple grocery, convenience, and wholesale from March.
Giant crackers and breadsticks, Real Foods by Organico
Real Foods by Organico is aiming to attract health-conscious consumers with its range of breadsticks and giant crackers, laced with seeds and wholegrains.
The hand-twisted breadsticks are made ‘the artisan way’ and not put through high pressure extrusion, according to the company. The variants include wholegrain, flax, spelt, sesame crusted, classic, and Torinesi (thin, crisp, traditional Italian-style breadsticks) with minimal ingredients used across the range. For example, the spelt variant is made with spelt flour, extra virgin olive oil (EVOO), sea salt, and yeast while the organic sesame ones feature wheat flour, sesame seeds, EVOO, sea salt, yeast, and malted wheat flour.
The giant crackers, meanwhile, come in Rosemary and Original options. With a ‘satisfying snap’, these tongue-shaped long crackers are slow baked and hand-finished in Liguria in northern Italy.
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