Crackers are getting skinny

New cracker thins have lighter texture

The range comprises three flavours. Pladis hopes it will be popular with young consumers

CAN’T choose what you prefer between crackers and crisps? No problem.

Snack brand Jacob’s has rolled out a new range positioned as a mix between both, combining the crunch of a cracker with the flavour of a crisp.

Parent firm Pladis has announced that three flavours of Jacob’s Cracker Crisps Thins will be released, Mature Cheddar & Roasted Onion, Sea Salt & Cracked Black Pepper and Thai Sweet Chilli.

The firm first debuted the original Cracker Crisps format in 2015, but it is now planning to build on that initial popularity with a thinner snack with a lighter texture.

The new range is targeted at a different audience to Jacob’s  traditional  crackers, after consumer testing showed that the Cracker Crisps Thins have strong appeal with a younger audience.

Rolled out across grocery, this launch will be boosted in-store with POS and sampling across key retail partners.

The campaign will also be supported through online, digital and press in the grocery channel.

Steve Monk of Pladis UK  and Ireland commented: “Jacob’s Cracker Crisps have been a terrific success since launching two years ago, becoming an established brand and the leading baked product within premium sharing crisps and snacks.

“We look forward to driving further growth to the category by offering this new snacking experience to consumers through their light and crispy texture and flavour-packed taste.”