United Biscuits says it is launching its biggest NPD for the business this year with the introduction of its new Jacobs Cracker Crisps.

There are three variants: sea salt & balsamic vinegar; Thai sweet chilli; and sour cream & chive. All are available initially in a 150g sharing bag, with a 40g handy-pack due for launch later in the year.

The new range will be supported by more than £6m-worth of investment in advertising, in-store retail activity and improved production line capabilities. The £4.5m media spend includes a TV campaign from July, featuring the ’Jacob the Baker’ character first seen in 2014.

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