INVESTMENT in production equipment, advertising, and promotion costing £6m will back the biggest launch this year from United Biscuits.
Jacob’s Cracker Crisps are available in three flavours and will feature in TV ads from July.
Available in Sea Salt & Balsamic Vinegar, Thai Sweet Chilli and Sour Cream and Chive flavours the 150g sharing bag has an RRP of £2.09.
A 40g bag is planned for later in the year.
Director of savoury brands at United Biscuits Ted Linehan said: “Cracker Crisps broadens Jacob’s footprint in the savoury category as a whole.
“Our portfolio is 100% baked, and with an ever-increasing emphasis from consumers on healthier eating, snackable crackers are poised to boost further growth in the category.
“This is a major launch for UB following our recent moves in this space, cementing our position as the consumer go-to in sharable baked snacks.”
Linehan added that savoury biscuits currently make up 17% of biscuit spend in the UK.
