Success story

pladis has launched a lighter format for its £ 93m Jacob’s Mini Cheddars brand to sit outside of the upcoming UK guidelines around HFSS products.

Jacob’s Mini Cheddars Nibblies are the brand’s classic cracker reinvented with all the cheesy moreishness, but 30% less fat. This means their position in store will not be restricted and can be used to signpost the crisps and snacks fixture at end-of-aisle.

The Nibblies are light, crispy and only 75kcals per individual portion, available in two bold flavors: Cheddar & Smoked Paprika and Double Gloucester & Chive.

“Jacob’s Mini Cheddars is one of our greatest success stories … reaching record heights, with sales growing + 27% year-on-year,”Said Christopher Owen, marketing controller at pladis UK&I.

“Although shoppers are actively seeking healthier snacks, we know they aren’t willing to compromise on taste – and nor should they have to. The good news is, our Jacob’s Mini Cheddars Nibblies are generously seasoned and packed full of flavor to ensure that Mini Cheddars shoppers – both established and new – can enjoy a moment of cheesy pleasure, even if they’re opting for a lower-calorie, lower fat proposition.

“Plus, we’re taking the brand beyond its afternoon snacking heartland by offering Jacob’s Mini Cheddars Nibblies in both multipacks and sharing bags. This will encourage shoppers to enjoy this nibbly new treat during even more eating occasions – whether that’s adding some flavor to lunchtime, or embracing an evening in. “


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