pladis weaponises bold flavours and bigger formats
pladis has announced a significant dual-expansion of its iconic savoury portfolio, launching new sub-brands for Mini Cheddars and Jacob’s Crinklys specifically designed to age-up the brand’s appeal and dominate sharing occasions.
The move, which sees the introduction of Mini Cheddars Cheeselets and Jacob’s Crinklys BIG, is a direct response to a rapidly evolving savoury snacks category currently being driven by younger shoppers’ hunger for “louder” sensory experiences.
Mini Cheddars: targeting the next generation
While Mini Cheddars has long been a staple for family lunchboxes, pladis is now setting its sights on teenagers and young adults. The new Mini Cheddars Cheeselets — available in Intensely Cheesy and Intensely Cheese & Onion — move away from the traditional circular biscuit to a tangy, square-shaped snack with a more pronounced crunch.
“Mini Cheddars remain the go-to snacking favourite for families,” explained Ciaran Conway, senior brand manager at pladis UK&I. “But we know that teenagers and young adults want to enjoy bolder, louder and crunchier savoury snacks. Mini Cheddars Cheeselets bring a new flavour adventure to a new generation of snackers.”
Conway described the launch as the brand’s “biggest flavour-led innovation in recent years,” aimed squarely at the impulse and sharing missions that define younger consumer habits.
Jacob’s Crinklys: scaling up for sharing
Simultaneously, the company is supersizing its textured snack range with Jacob’s Crinklys BIG. This new all-year-round proposition features a larger physical product across three core flavours: Cheese & Onion, Salt & Vinegar, and Prawn Cocktail.
The strategy behind the larger format is twofold: capturing the dominant “lunchtime” crisp occasion while simultaneously pivoting toward “Big Night In” evening sharing.
“Crinklys BIG is a bigger product than our original Crinklys, which offers consumers a more satisfying eat,” said Solene Conanec, brand manager at pladis UK&I. “The larger format not only amplifies the signature crunch and flavour consumers already love but also fits into the growing demand for products that can be enjoyed together.”
Both launches are strategically priced to drive incremental growth for retailers, offered in both standard sharing bags and price-marked packs (PMPs) to appeal to value-conscious shoppers in the convenience sector.
By leaning into “intensified” flavours and “satisfying” textures, pladis is positioning its heritage brands to compete effectively against modern extruded snacks and high-intensity crisps.
