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.

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