United Biscuits injects flavor into Crinklys
United Biscuits has reformulated its Jacob’s Crinklys snacks to enhance taste.
The UK snack major has enriched the cheese and onion and salt and vinegar flavors and also added a bacon variant that will replace sweet BBQ in variety packs.
“Crinklys have always boasted a strong flavor thanks to their crinkled crunchy baked texture, so getting the new recipe right was crucial. In taste tests, three quarters of respondents preferred our new seasonings,” said Ted Linehan, director of savory brands at United Biscuits.
Launched initially as a sub-brand of Mini Cheddars, the Crinklys brand will see a £3m ($4.58m) re-brand investment over the coming year, with TV ads from March and in-store activities across the UK.
