UK biscuit manufacturer Jacob’s has announced it is to launch a new range of healthier crackers under the brand name Essentials.
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On-shelf from January 2005, Jacob’s hopes the Essentials brand will tap into the £6.5bn (US$12.3m) healthy foods market. It will support the launch with a £3m marketing campaign, including trade, consumer and online press, retail website advertising, in-store sampling, and a TV advertising campaign.
Essentials will be available as two sub-brands – Wholewheat and Rye – each in two flavours: Wholewheat with Sesame Seeds & Rosemary or with Pumpkin Seeds & Thyme, and Rye with Sesame Seeds or with Oats. Jacob’s said all the crackers in the range are high in fibre and lower in fat and salt.
