Jacob’s alternative – it’s a cracker

CONSUMERS who are weary of sandwiches are the target for United Biscuits’ latest innovation: Jacob’s Crispbreads, launched earlier this year.

Hena Chanda- rana, trade communications controller at UBUK, said: “Our research told us that consumers do get into a bit of a rut with lunch choices, which is why most of the time they end up with the same old sandwich every time.
“They are looking for an alternative to bread which is lighter, avoids that bloated feeling and doesn’t taste like cardboard.
“Our new great tasting Jacob’s Crispbreads are bigger crackers ideal for a light but satisfying lunch, available in three wholesome flavours combined with mixed grains and seeds.”
Each carton contains five individual packs, for portion control and extended freshness. UBUK claims that Jacobs Crispbreads are already worth £1.2m after just 17 weeks of sales.
UBUK says another of its baked snacks, Jacob’s Oddities is growing at 17% according to Nielsen research and is now worth just under £11m
Oddities contain half the fat of regular crisps, the company says.