Pladis launches thin variant of Jacob’s Cracker Crisps

By James Ridler

- Last updated on GMT

Jacob’s Cracker Crisp Thins are launching in 130g packs and three different flavours
Jacob’s Cracker Crisp Thins are launching in 130g packs and three different flavours
Biscuit manufacturer Pladis has launched a range of extra-thin crackers under its Jacob’s Cracker Crisps brand, building on the popularity of ‘thin’ food variants.

Designed to combine the crunch of a cracker with the flavour of a crisp, Jacob’s Cracker Crisp Thins are available in three variants: Mature Cheddar & Roasted Onion, Sea Salt & Cracked Black Pepper, and Thai Sweet Chilli.

According to Pladis, the Thins had strong appeal with a younger audience during consumer testing, as a result of the snack’s “different texture and bold flavour”.

Launching in 130g packs, the product presented the Jacob’s brand with an opportunity to build its presence in the sharing snacks category, said Pladis. They add to the manufacturer’s portfolio of baked snacks, conceived as healthier alternatives to fried versions.

Following a successful launch

Steve Monk, director of the Regional Brands Business Unit at Pladis UK & 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.”

It is less than a month since Pladis revealed it was adding two new variants to its McVitie’s Thins line of biscuits​.

Market for thins

The manufacturer added Hobnob Thins, the first non-digestive biscuit in the range, and Chocfilled Thins. The Chocfilled variant features a sandwich of Digestive Thins with a solid chocolate centre.

Jacob’s Cracker Crisp Thins have appeared almost a year after Pladis launched Jacob’s Mini Cheddars Crispy Thins in three variants.

A number of other food manufacturers have been launching ‘thin’ versions of their products, to suggest their convenience or health benefits.

Warburtons’ Sandwich Thins, presented as a convenient alternative to sliced bread, have been on the market since 2010, with many retailers selling their own-label equivalents. Ryvita has also produced a thin version of its iconic crisp breads since 2008.

Related topics: NPD, Ambient foods

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