pladis introduces non-HFSS Jacob’s Crinklys

pladis is bringing its popular Jacob’s Crinklys range to even more shoppers as the brand’s flavour-packed ridges will now be available in a new non-HFSS recipe.

Rolling out across all major supermarkets as of now, Jacob’s Crinklys non-HFSS will be available in existing fan-favourite classic flavour combinations – Cheese & Onion and Salt & Vinegar.

Replacing the original in multiple retail, the revised recipe for the oven-baked crinkled snack now contains 30% less fat and aims to deliver the same savoury satisfaction.

Noting the enjoyment of Jacob’s Crinklys for their full-on flavour and oven-baked crunch, Asli Akman, marketing director – pladis UK&I, says the time is right to take the range’s popularity one step further by bringing Jacob’s Crinklys to supermarket shelves with a new, healthier recipe.

“We’ve also made them especially easy for shoppers to spot with unmissable ‘30% Less Fat’ flashes across our redesigned non-HFSS multipacks, along with ‘Oven-Baked’ flashes on the entire range,” Akman adds. “By emphasising these points of difference on-pack, we’re confident we will increase appeal for Jacob’s Crinklys across the board and attract savoury snacking shoppers looking for something a little lighter to tuck into.”

Making sure independent retailers don’t miss out, pladis is also launching a channel-exclusive PMP format for Jacob’s Crinklys Salt & Vinegar non-HFSS (£1.25).

Given the importance of both health and value to many shoppers, this product is being positioned to perform well in the convenience and impulse categories.

Leveraging the popularity of larger snacking formats (+16.1%), Jacob’s Crinklys Cheese & Onion non-HFSS and Jacob’s Crinklys Salt & Vinegar non-HFSS are now available in multipacks of 6 x 23g bags (RRP: £1.35) in Tesco, ahead of roll-out in wider grocery from mid-July. Both variants are also available in 150g sharing bags.

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