UK: United Biscuits seeks to make Jacob's "relevant"
UB launches new GBP10m marketing campaign behind Jacob's brand
United Biscuits is unifying its portfolio of savoury crackers under the Jacob's "master brand" and launching a fresh drive to increase relevance and deliver incremental category growth.
The company is bringing its crackers, crispbreads and flatbreads as well as brands including Mini Cheddars, Oddities and Twiglets under the Jacob's umbrella. The move follows a similar initiative earlier this year to unify the group's sweet biscuit offering under the McVitie's master brand.
Speaking to just-food at a launch event yesterday (1 April), marketing controller Nick Wizard said the company hoped the heritage of the Jacob's brand would augment the appeal of established names such as Mini Cheddars.
"Consumers don't talk about McVitie's and Jacob's necessarily - they talk about the brands. Mini Cheddars has real strength in the brand Mini Cheddars. We are not changing the fundamental look and feel. It's more about the importing that brand that Jacob's has, putting all of the heritage and all of their credentials together," Wizard explained.
The company also needs to evolve the way consumers view Jacob's, he added. "The idea was to get a brand like Jacob's, which has been making cream crackers since 1885, to get people to see it as more than that one product. It's about opening people's eyes up to the range that we have."
United Biscuits is launching a GBP10m (US$16.6m) advertising campaign that will highlight three Jacob's products: Jacob's Crispbreads, Mini Cheddars and Oddities.
The company plans to drive category growth by focusing on its "core" cracker range as well as growth areas such as bagged snacks.
Wizard said: "We absolutely want to drive the category. The market at the moment is up 5-6%. It is split into two halves, the traditional cracker is up 1%, but that is 70% of the market. The new snacking formats like Oddities - bagged snacks - that area is more in emergence.
"What we want to do is make sure that we are driving relevance for the core part of the category, which is where we are bringing in new NPD like Jacob's Crispbread to try and broaden the occasion, make products more portable and unlock some potential especially around lunchtime... Oddities is still really a toddler if anything, it's got the potential to go so much further. It is really about driving that awareness and it is one of the three brands we are supporting. Its a fantastic proposition."
For more on UB's strategy to grow UK sales and profits, check out just-food's recent interview with UK MD Jon Eggleton.
United Biscuits Topco Limited - Strategy and SWOT Report, is a source of comprehensive company data and information. The report covers the company’s structure, operation, SWOT analysis, product and se...
Synopsis Canadean's "United Biscuits Topco Limited: Consumer Packaged Goods - Company Profile & SWOT Report" contains in depth information and data about the company and its operations. The profile co...
United Biscuits (UK) Ltd will continue to generate sales through its heavy promotional activity, as well as the introduction of a series of new product developments. Given the size of the company’s sh...
Innovation and evolving consumer palates are driving what little growth there is. More unusual packaged bread types are preventing the category from becoming stale. More sophisticated bread types are ...
- How the CGF plans to halve global food waste
- Focus: Will synergies lift Ahold Delhaize in US?
- IRI – The opportunity of range optimisation
- Focus: Mexican dairies focus on adding value
- Focus: Battle against antimicrobial resistance
- ConAgra confirms private-label exit
- Kraft Heinz unveils management structure
- Kellogg eyes trends with product launches
- CMA "accepts" Muller's revised Dairy Crest offer
- Kraft faces lawsuit over 'natural' claims