Jacob’s Flatbreads, a new range of savoury biscuits designed to make flatbreads more appealing, has been launched by United Biscuits. The product comes in Salt & Cracked Black Pepper and Mixed Seeds varieties in 150g packs with an RSP of £1.42. The flatbreads contain no artificial colourings, flavourings or preservatives. Packs feature Jacob’s orange packaging, while the product can be seen through a large window on the front.

Victoria Gregory, brand director, savoury biscuits, said: "Consumers have traditionally perceived flatbreads to be a very premium product and this has prevented them from gaining mass appeal. But the flatbread sub-category is worth £5m. We feel Jacob’s is the right brand to make flatbreads more mainstream, recruit new consumers and increase the purchase frequency of those already buying flatbreads."