Pladis is taking its Jacob’s Mini Cheddars brand outside of savoury biscuits for the first time with Mini Cheddars Sticks.
It has unveiled a duo of baton-shaped snacks in Rich & Tangy Cheddar and Grilled Cheddar & Sizzling Steak flavours.
They will roll out exclusively into Tesco from January, with other mults to follow in February (rsp: £1.99/150g).
The brand’s marketing controller Christoper Owen said he hoped the new snack shape would “tap into the evening consumption occasion and bring more shoppers to the brand”.
The launch marks the first time the brand has deviated from its signature circular cracker format.
Owen said the brand was “turning our classic snack on its head” with the “big tangy cheese flavours and light, nibble friendly, new texture”.
“With this new iteration we’ll be putting a big twist on our best-loved format to target even more consumption occasions and unlock sales amongst younger adults in the process.”
The NPD will be supported by an ATL campaign, including a brand-new TV commercial hitting screens in March next year.