The biscuit and confectionery company Pladis has announced that Jacob’s has launched three limited edition flavours of Mini Cheddars, backed by a new TV advert.

The Red Leicester, Stilton and Smoked Cheddar flavours will be available with an RRP of £1.88.

The new Jacob’s Mini Cheddars ad will be aired during peak TV viewing slots during July, including Love Island, Coronation Street and Celebrity Chase.

The campaign dramatises the introduction of the new flavours by inviting viewers to be a fly-on-the-wall spectator, as a fictional group of traditional cheddar flavour enthusiasts, ‘The Cheddar Appreciation Society’ discover and react to the revolutionary introduction of three new Jacob’s Mini Cheddars Cheese flavours.

Steve Monk, marketing director, savoury at Pladis UK&I, said: “Mini Cheddars is a much loved brand, renowned for its wonderfully cheesy taste, being baked with real cheese. We’re excited to bring the ultimate in cheesy snacks to the market with our new, unique flavours – Red Leicester, Stilton, and Smoked Cheddar. We can’t wait for all the Mini Cheddars fans out there to try the new flavours and choose their cheese – we still can’t make up our minds…”