Pladis-owned Jacob’s has launched ‘baton-shaped’ versions of its Mini Cheddars to tap into evening consumption occasions.
Described as “light, nibbly, baton shapes”, the new Jacob’s Mini Cheddars Sticks are golden-baked with real cheese.
Available in 150g packs (rsp of £1.99), the treats come in two flavours: Rich & Tangy Cheddar and Grilled Cheddar & Sizzling Steak.
Jacob’s Mini Cheddars Stick will be available exclusively in Tesco this January. Further rollouts will take place across multiple grocery and convenience stores in February.
Packaging will be recyclable through Pladis’ partnership with Terracycle.
The latest launch follows the unveiling of Jacob’s Mexican-inspired Mini Cheddars earlier this year, which has added £3.5m-worth of incremental sales to the brand.
“We’re very excited to introduce shoppers to a fresh new format for our bestselling Jacob’s Mini Cheddars brand, taking it beyond its traditional round shape for the first time in its history and building beyond its multipack heartland with larger, sharing bags,” said Christopher Owen, marketing controller at Pladis UK&I.
The launch will be supported by a “high-profile” marketing campaign, going live across TV, digital and social from 8 March 2021. Pladis hopes to unlock sales among younger adults, it added.
“We know that over a third of UK households (37.5%) already buy Jacob’s Mini Cheddars, but we’ve spotted an opportunity to welcome even more people into the brand with a totally new and innovative concept,” said Owen.
“With our latest launch, we’re giving shoppers a bold, cheesy taste sensation which they can enjoy across even more eating occasions – particularly those increasingly popular evening sharing moments,” he added.