Pladis is adding a new format to its Jacob’s Mini Cheddars brand to tap the demand for “lighter” snacks.

Called Crunchlets, they will launch in two “traditionally cheesy” flavours: Rich & Tangy Cheddar and Cheddar & Caramelised Onion.

With 76 calories per serving, the snacks offered consumers a “new, light and satisfyingly crunchy format”, while retaining the “distinctive, cheesy Jacob’s Mini Cheddars taste that the nation already knows and loves”, said Pladis.

They will be available across grocery, wholesale and convenience channels in multipacks of six, sharing bags and price-marked packs this month (rsp: £1-£1.50/65g-115g).

Pladis UK & I marketing controller Christopher Owen said he was confident the new format would “help our retail customers unlock incremental sales in popular consumption occasions”.

The multipacks would cater to shoppers “actively seeking portion-sized snacking options for lunchtime”, while the sharing bags would appeal to those who were “continuing to enjoy cosy evenings in”, Owen added.

The launch will be supported by a media campaign, involving TV, social and OOH activity, and shopper marketing.

This isn’t the first time the brand has ventured outside its signature savoury biscuit format. In January, Pladis launched a duo of baton-shaped snacks called Mini Cheddars Sticks into Tesco.

Ahead of the launch, Owen said the format would “target even more consumption occasions and unlock sales amongst younger adults in the process”.