Pladis targeting UK consumers looking for alternative to sandwiches at lunch

Pladis targeting UK consumers looking for alternative to sandwiches at lunch

Pladis is extending its Jacob's savoury cracker brand in the UK with the launch of ciabatta crackers.

The new line is available in three variants: original, caramelised onion and sundried tomato and basil. Pladis said the range is being positioned as a "bread alternative" and tap into the "growing trend" of lighter offerings. 

Ted Linehan, director of Pladis's savoury business in the UK, said: "We're extremely excited about the launch of Jacob's ciabatta crackers – it's a significant moment for Jacob's introducing such a truly innovative product. It's a first for the category in terms of taking the taste attributes of bread and putting it into a cracker format to give consumers that extra crunch they love so much. We believe this fresh proposition for the market will be a huge success with consumers who are looking for a tasty alternative to a sandwich at lunch. 

"We are confident that this is a long awaited true innovation for the category and will help inspire customers with ways to use crackers, providing them with a more exciting lighter option."

Jacob's ciabatta crackers will be rolled out in stores throughout the UK from 15 August with an RRP of GBP1.39 (US$1.83). The launch will be supported by more than GBP2m in media investment, including TV, digital and social media advertising with a significant investment being made into a targeted shopper and out of home campaign.