Carr’s taps ancient grains trend with cracker NPD

Cracker brand Carr’s has tapped demand for ancient grains with two new products containing grains, seeds and herbs.

Carr’s Three Grains come in two variants – Quinoa, Amaranth & Rosemary and Buckwheat, Spelt & Sesame – in 125g packs with an rsp of £1.69. Described as “uniquely-textured”, they are available now in Tesco, Sainsbury’s and Waitrose stores nationwide and also online via Ocado.

They can be eaten on their own or with toppings and are designed to appeal to younger foodies, particularly those looking to trade up over the key festive sales period.

“We’re launching Carr’s Three Grains at a time when alternative grains are proving particularly popular with female consumers and those under 45,” said Zoe Trimble, marketing controller for savoury biscuits at Pladis UK and Ireland.

“By incorporating interesting, on-trend ingredients in our latest round of NPD, we’re offering consumers even more choice. The use of these exciting ingredients will also help us drive incremental sales amongst younger self-proclaimed ‘foodies’ with more adventurous tastes.”

The use of grains, particularly ancient grains such as quinoa, spelt and buckwheat, is growing in popularity with a number of notable recent launches. These include Mission’s Simply Good wraps available in Quinoa & Chia as well as a Sourdough & Linseed variants.

British Baker subscribers can find out more about ancient grains and how they’re making waves in bakery by reading our latest feature here.

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