Jacob’s Crinklys set to make taste buds tingle
United Biscuits optimises recipe and introduces new flavour for ‘Tastiest Ever’ Jacob’s Crinklys
03 February 2015: United Biscuits (UB), the leading international manufacturer of biscuits, snacks and cakes, has announced flavoursome changes to the recipe of baked snack Jacob’s Crinklys, supported by a significant launch investment. UB has delivered the ‘Tastiest Ever’ Crinklys by enhancing the existing flavours, Cheese & Onion and Salt & Vinegar, and adding a new Bacon flavour.
The new, tastier Jacob’s Crinklys range is currently being rolled out across grocery and convenience & impulse outlets. The range will be available in variety and individual flavour multipacks as well as 50g grab bags and a sharing PMP in Cheese & Onion flavour. Bacon will replace Sweet BBQ in variety packs.
Launched seven years ago as a Mini Cheddars sub-brand, Crinklys offers a light, baked alternative to fried savoury snacks. The brand was never separately supported, but following its re-branding under the Jacob’s masterbrand, including a new packaging design, it has responded with strong growth, and will now receive a £3m media and in-store support plan. The Crinklys range will have a television advertising campaign from March 2015, and the launch will also be supported by in-store activations, as well as online marketing, PR and social media. UB is anticipating significant continued growth for the product in 2015. The brand is currently worth £7.9m MAT RSV and grew by 28 per cent in 2014.
Ted Linehan, Director of Savoury Brands at United Biscuits, said: “We are committed to offering a fresh and diverse range of products to our customers, many of whom are looking for a healthier alternative to fried snacks. Crinklys have always boasted a strong flavour thanks to their crinkled crunchy baked texture, so getting the new recipe right was crucial. In taste tests, three quarters of respondents preferred our new seasonings, a fantastic score, so we are confident our improvements to the flavour profile will deliver the tastiest product yet, one that will compete strongly as an alternative to crisps.
“Our market research shows that 1.5 million households have purchased a baked snack over the past four years. With a continuing focus on healthier eating, consumers are increasingly discerning when choosing snacking products whether for on-the-go or at home. We believe Crinklys has been a hidden gem within our snacks portfolio, with the ability to meet this trend.”
 Nielsen Data to 6th Dec 2014 (P13 Wk 5)
For further press information contact the United Biscuits trade team at 3 Monkeys
Tel: 020 7009 3100
Notes to Editors:
United Biscuits (UB) is a leading international biscuit manufacturer whose baking heritage goes back generations, with many recipes passed down since the 1800s. UB bakes some of the best loved sweet and savoury biscuits and cakes that are household names in their respective markets; supported by a strong culture of innovation to continually develop snack brands. Among UB’s popular brand names are McVitie’s, Penguin, go ahead!, McVitie’s Jaffa Cakes, Jacob’s, Jacob’s Cream Crackers, Twiglets, Mini Cheddars and Carr’s in the UK, BN, Delacre, Verkade and Sultana in Continental Europe and Haansbro in Nigeria.
As the leading manufacturer and marketer of biscuits in the UK and second largest in the Netherlands, France, Belgium and Ireland, the company owns and operates 16 manufacturing facilities, of which seven are in the UK and has a strong footprint for growth, with products sold in over 130 countries.
UB is owned by Yildiz Holding – The world’s third largest biscuit manufacturer and the largest food and beverage company in Turkey with over 320 brands in 49 different categories.