Pladis extends ‘thins’ theme to Jacob’s Cracker Crisps

Biscuit manufacturer Pladis is building on the increasingly popular ‘thin’ snack trend with a slimline variant of its Jacob's Cracker Crisps.

Jacob’s Cracker Crisps Thins are described as a ‘thinner and crispier’ version of its Cracker Crisps format, which debuted in 2015. The new snacks are available in 130g sharing bags in three flavours: Mature Cheddar & Roasted Onion, Sea Salt & Cracked Black Pepper and Thai Sweet Chilli flavours.

The NPD follows consumer testing, which showed the thin snacks had strong appeal with a younger audience owing to the range’s “different texture and bold flavours”.

“Jacob’s Cracker Crisps have been a terrific success since launching two years ago, becoming an established brand and the leading baked product within premium sharing crisps and snacks,” said Steve Monk, director of the regional brands business unit at Pladis UK&I. 

“We look forward to driving further growth in the category by offering this new snacking experience to consumers, through their light and crispy texture and flavour-packed taste.”

Last month, Pladis extended its McVitie’s Thins selection with Digestives Chocfilled Thins – in milk chocolate and double chocolate variants – and Hobnobs Thins.

Burton’s Maryland Thins Cookies and Mondelēz’s Oreo Thins have also hit the UK market in the last couple of years.

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