Flavoursome recipe changes

United Biscuits (UB) has announced flavoursome changes to the recipe of baked snack Jacob’s Crinklys, supported by a significant launch investment. UB has delivered the ‘Tastiest Ever’ Crinklys by enhancing the existing flavours, Cheese & Onion and Salt & Vinegar, and adding a new Bacon flavour.

The new, tastier Jacob’s Crinklys range is currently being rolled out across grocery and convenience and impulse outlets. The range will be available in variety and individual flavour multipacks as well as 50g grab bags and a sharing PMP in Cheese & Onion flavour. Bacon will replace Sweet BBQ in variety packs.
Launched seven years ago as a Mini Cheddars sub-brand, Crinklys offers a light, baked alternative to fried savoury snacks. The brand was never separately supported, but following its re-branding under the Jacob’s masterbrand, including a new packaging design, it has responded with strong growth, and will now receive a £3m media and in-store support plan. The Crinklys range will have a television advertising campaign from March 2015, and the launch will also be supported by in-store activations, as well as online marketing, PR and social media.

Ted Linehan, director of savoury brands at United Biscuits, says: “We are committed to offering a fresh and diverse range of products to our customers, many of whom are looking for a healthier alternative to fried snacks. Crinklys have always boasted a strong flavour 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, a fantastic score, so we are confident our improvements to the flavour profile will deliver the tastiest product yet, one that will compete strongly as an alternative to crisps.

“Our market research shows that 1.5 million households have purchased a baked snack over the past four years. With a continuing focus on healthier eating, consumers are increasingly discerning when choosing snacking products whether for on-the-go or at home. We believe Crinklys has been a hidden gem within our snacks portfolio, with the ability to meet this trend.”