Focus on Lunchbox
Biscuits are extremely versatile for consuming throughout the day and respond to both sweet and savoury snacking needs. The way consumers eat their lunchboxes has evolved to last throughout the day rather than the classic midday lunch break. Consumers are now including a variety of products such as sweet treats to have as a mid-afternoon pick-me-up or a piece of fruit to have mid-morning, rather than consuming the entire contents of their lunchbox in one go. Our healthier biscuit ranges such as go ahead! and Medley respond to this need while providing convenient portable on-the-go solutions.
Lunchboxes remain popular with cash-strapped consumers and Biscuits, whether sweet or savoury, continue to provide affordable snacks that meet the needs of these consumers at home or on the move. For some, taking a break in the day is their opportune moment to escape from the daily grind and indulge in an appetizing, satisfying bite to eat. While others, for health reasons, will choose to eat a bigger lunch and a smaller snack in the evening.
Consumers are also choosing to follow an ‘everything in moderation’ approach to their eating habits and the rise in popularity of the 5.2 diet reflects this mind set. As a result, healthier and balanced options remain important. Savoury Biscuits are intrinsically healthier and wholesome so naturally lend themselves to consumers watching what they eat.
Savoury Biscuits Innovation
Savoury Biscuits serve a different purpose with their implicit healthier nature and research2 tells us that consumers are seeking healthier but satisfying alternatives to bread and fried snacks. We are pleased with our Savoury Biscuits category performance which has been supported by our innovation within the category, with value and volume sales +4% YTD.
Innovation in our Savoury biscuits portfolio has included the launch of baked snack Jacob’s Oddities which, with only half the fat of regular crisps, is growing at 17% YTD and is now worth just under £11m RSV. In 2014, we have fully embraced the lunchtime opportunity with the launch of our Jacob’s Crispbreads range. Our research2 told us that consumers do get into a bit of a rut with lunch choices, which is why most of the time they end up with the same sandwich. They are looking for an alternative to bread which is lighter, avoids that bloated feeling and doesn’t taste like cardboard. Our new great tasting Jacob’s Crispbreads are bigger crackers ideal for a light but satisfying lunch, available in 3 wholesome flavours combined with mixed grains and seeds. Each carton contains five individual portable portion packs designed to keep the product fresh throughout the week and beyond and offers the consumer portion control. Already worth £1.2m RSV after just 17 weeks of sales, the range is proving exceptionally popular with consumers looking for a tasty alternative to bread to include in their lunchbox.
To further communicate the versatility of Savoury Biscuits at lunchtime, we also launched a new advertising campaign for Jacob’s. Centred on the strap line ‘Snack Happy’ the three 30-second commercials highlight Jacob’s passion for creating wholesome, baked and tasty snacks suitable for a variety of usage occasions.
Nielsen to 26th April 14
2 Sound Research 2012
Please attribute all quotes to Hena Chandarana, Trade Communications Controller at UBUK
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