United Biscuits (UB) has unveiled its biggest NPD of 2015 so far with the £6m launch of Jacob’s Cracker Crisps. 

The new product will roll out in-store across grocery as well as convenience and impulse outlets from today (18 May), supported by advertising and in-store activity, including sampling.

Three variants are in the collection – sea salt and balsamic vinegar, Thai sweet chilli and sour cream and chive, based on consumer research. The range will launch initially in a 150g sharing bag with a 40g handy-pack variety due for launch later in the year.

July will see the launch of a TV advertising campaign put together with a total £4.5m media spend, which will feature the ‘Jacob the Baker’ character first seen in 2014. “Significant investment” has also been made across shopper channels through a best-in-class store activation programme and mass sampling campaign to drive awareness.

As a brand, Jacob’s will receive total investment of £14m in 2015 as UB continues “to unlock the growth potential within the category”. Savoury biscuits make up just 17% of the total biscuit spend compared to other international markets where the figure is closer to 40%.

Ted Linehan, director of savoury brands at UB, said: “We have over a century of baking expertise and our products are loved by consumers around the world. Our portfolio is 100% baked, and with an ever-increasing emphasis from consumers on healthier eating, ‘snackable crackers’ are poised to boost further growth in the category at large.

“Through Jacob’s Cracker Crisps we have used our experience, alongside targeted consumer insights, to develop a new product that delivers exceptional taste and texture, meeting evolving consumer needs in this space. This is a major launch for UB following our recent moves in this space, cementing our position as the consumer go-to in shareable baked snacks.”