Source: Pladis

Pladis is updating the recipe for Jacob’s Twiglets to contain 60% less salt.

With the manufacturer also showcasing the product’s ‘high in fibre’ claim, this will mean the snacks will sit outside restrictions on HFSS products, it said. 

The reformulation comes alongside a new look across the entire Jacob’s Twiglets portfolio, which Pladis said is now worth £11m and has 11.1% household penetration. The redesign will put greater emphasis on the benefits the snack can offer shoppers – such as its fibre content and high levels of wholegrain, as well as communicate that the product is oven baked, not fried.

“Like the rest of our portfolio of savoury snacks, Jacob’s Twiglets have recruited a legion of fans thanks to their characteristic flavour, and this meant updating the recipe was not something we took lightly,” said Leighton Wall, marketing director – savoury, at Pladis UK&I. “However, after comprehensive consumer testing, we’re confident that we’ve hit the mark.” 

Wall insisted the new Jacob’s Twiglets recipe not only retained the brand’s familiar taste but actually enhanced it, and that the improved recipe would help Pladis to offer a wider non-HFSS choice to shoppers. 

“Meanwhile, wholegrain goodness and high fibre content have always been essential components of creating Jacob’s Twiglets’ great taste. Now, we’ve made these benefits the star of our new packaging and will be actively taking these important messages to shoppers,” he added. 

“In addition to helping existing Jacob’s Twiglets fans learn more about one of their favourite snacks, demonstrating the brand’s points of difference will help us increase appeal across the board – perhaps even turning the heads of new shoppers on the hunt for healthier snacking options.”

Rolling into stores nationwide in the coming weeks, the revised Twiglets recipe and updated packs will replace the entire existing Jacob’s Twiglets range – including multipacks, sharing bags and caddies.