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.