Pladis-owned Jacob’s has rolled out thinner and crispier versions of its Mini Cheddars.
Available from 10 September, the three-strong Mini Cheddars Crispy Thins range comprises Toasted Cheddar, Cheddar & Chive and Cheddar with a Hint of Chilli.
Designed to “liven up any lunch”, the range will be sold in multipacks of seven 23g packs with a £1.88 recommended retail price.
“By developing a thinner and crispier alternative with interesting new textures and tasty flavours to choose from, we’re confident the latest addition to the Jacob’s range will appeal to a brand new audience,” said Pladis’ UK marketing director Steve Monk.
“They’re everything our consumers love about the original Mini Cheddars, and now have even greater appeal for the lunchtime sandwich market.”
Mini Cheddar Crispy Thins are the latest in a raft of launches to tap growing interest in ‘thin’ versions of snacks, including Maryland Thins Cookies from Burton’s Biscuit Co and McVities’ Digestive Thins from Pladis.
Mini Cheddars Crispy Thins will be supported by a marketing campaign in stores across the country, which will continue into 2018 with TV advertising and social media.
This summer, Jacob’s extended its Mini Cheddar range with three new flavours: Red Leicester, Stilton and Smoked Cheddar.