Jacob’s has extended its Mini Cheddars range with the addition of three new flavours – Red Leicester, Stilton and Smoked Applewood – available now in multipack format at an RSP of £1.88.
The launch is supported by a £4m media campaign including advertising, PR and digital activity. A new TV advert airs from July, featuring the fictional ‘Cheddar Appreciation Society’ and its stance towards the new cheese arrivals. The range will also be supported by an in-store shopper campaign, focused on driving awareness and trial of the new cheese flavours through in-store media, competitions and sampling.
Steve Monk, Marketing Lead – Savoury for Jacob’s, commented: “We know that flavour remains a key driver for the Crisps and Snacks category, so we’re very excited to add these three new, tasty flavours to the Mini Cheddars range – designed to appeal to fans and cheese lovers everywhere!
“Mini Cheddars continues to be a firm family favourite, worth £54.1m in MAT sales and with an impressive 53.4% repeat rate, however we want to ensure we are always developing the range to keep it fresh and exciting for consumers and our customers.”
