Return of the JacoBites

Related tags Retailing

The British company best known for its Cream Crackers, has entered
the fast-growing snack market with the launch of a new cracker
brand, JacoBites. The group will invest £5m in promoting the new
crackers, which come in three different flavours.

UK snack manufacturer Jacob's is set to launch a new cracker on 1 August 2003. The product, rather cleverly named JacoBites, represents a £5 million investment by the company.

JacoBites will be available in three flavours: Tempting Tandoori, Passionately Pizza and Blazing BBQ. The company hopes that the product will tap into the popularity of in-home and shared snacks.

The company says that JacoBites​ are designed to appeal to males and females aged between 20 and 30. The baked snacks will be available in two bag sizes designed for sharing at home and for a single eat.

"The take home snacks market is currently worth £1.2 billion and growing by 1.7 per cent annually,"​ said James Crabb, JacoBites brand manager.

"Our aim was to capitalise on the popularity of shared snacks by creating a full flavoured cracker for hand to mouth snacking. Some 81 per cent of consumers who sampled the product said they intend to purchase JacoBites in the future. With a nationwide promotional campaign this year and heavy TV to follow in 2004, we are confident that JacoBites will achieve high levels of awareness and penetration."

Product sampling will begin on 14 August 2003 to promote awareness, stimulate trial and, the company hopes, help drive penetration to 7 per cent by the end of the year. Sampling squads will tour retail stores, pubs, shopping centres and train stations across the country as well as large outdoor events such as Notting Hill Carnival and Southport Airshow.

For further product information contact pynver.jnygref@wnpbof.qnabar.pbz

Related topics Processing & packaging

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