Jacob’s brings out cracker alternative

Jacob’s is seeking to fill the gap left by the decline in lunchtime sandwich consumption with the launch of a three-strong range of Ciabatta Crackers.

Available from 15 August, the Original, Sundried Tomato & Basil and Caramelised Onion variants will be available in packs of five with an RSP of £1.39/140g.
Consumption of bread-based sandwiches has fallen 6% year on year [KWP Usage 52 w/e 29 March 2016].

“We believe this fresh proposition for the market will be a huge success with consumers who are looking for a tasty alternative to a sandwich at lunch,” said Ted Linehan, Jacob’s director of savoury. “It’s a first for the category in terms of taking the taste attributes of bread and putting it into a cracker format to give consumers that extra crunch they love so much.”

Ciabatta Crackers will be supported by a £2m-plus investment, including TV, digital and social media.

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